Publicação
The impact of cause familiarity and religious beliefs on the effectiveness of a cause-related marketing campaign
| Resumo: | The present dissertation studies the impact of cause familiarity and religious beliefs on consumers' branded product evaluations of a Cause-Related Marketing (CRM) campaign. More specifically, an experimental study was conducted to examine how low and high cause familiarity levels impact branded product evaluations and how consumers’ religious beliefs moderate this relationship, on: willingness to pay (WTP), likelihood of purchasing the product, likelihood of purchasing the brand, and consumer perceived ethicality (CPE), for a food and a non-food product. Results show that consumers' branded product evaluations are higher when a CRM campaign uses a high familiar cause, specifically on consumers' likelihood of purchasing the product, likelihood of purchasing the brand and ethical perceptions about the cause. Indeed religious beliefs seem to moderate this relationship showing that individuals with higher religious motivations have higher likelihood of purchasing a product used in a campaign when accounting for the products' usage frequency (covariate). Interestingly, increases in purchasing behaviors are accentuated by a mediation effect obtained from consumers' ethicality perceptions about the cause involved. |
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| Autores principais: | Sousa, Maria Rodrigues de Andrade e |
| Assunto: | Cause-related marketing Religious beliefs Religious motivations Cause familiarity Consumer perceived ethicality |
| Ano: | 2019 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | Universidade Católica Portuguesa |
| Idioma: | inglês |
| Origem: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| Resumo: | The present dissertation studies the impact of cause familiarity and religious beliefs on consumers' branded product evaluations of a Cause-Related Marketing (CRM) campaign. More specifically, an experimental study was conducted to examine how low and high cause familiarity levels impact branded product evaluations and how consumers’ religious beliefs moderate this relationship, on: willingness to pay (WTP), likelihood of purchasing the product, likelihood of purchasing the brand, and consumer perceived ethicality (CPE), for a food and a non-food product. Results show that consumers' branded product evaluations are higher when a CRM campaign uses a high familiar cause, specifically on consumers' likelihood of purchasing the product, likelihood of purchasing the brand and ethical perceptions about the cause. Indeed religious beliefs seem to moderate this relationship showing that individuals with higher religious motivations have higher likelihood of purchasing a product used in a campaign when accounting for the products' usage frequency (covariate). Interestingly, increases in purchasing behaviors are accentuated by a mediation effect obtained from consumers' ethicality perceptions about the cause involved. |
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