Does the Product Type Influence on Attitudes Toward Cause-Related Marketing?
Vol. 6, No 1, 2013
Galan-Ladero, M. Mercedes |
DOES THE PRODUCT TYPE INFLUENCE ON ATTITUDES TOWARD CAUSE-RELATED MARKETING? |
E-mail: mgalan@unex.es
Galera-Casquet, Clementina Valero-Amaro, Victor Barroso-Mendez, M. Jesus
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ABSTRACT. Many variables can influence consumer’s purchase behavior in general, and attitudes towards Cause-Related Marketing (CRM) in particular. In this study, our aim is to analyze the possible relationship between attitudes toward CRM and purchase intention according to the product type involved in a CRM campaign. We analyzed a sample of 456 consumers and performed a correlation analysis. Results show there are significant positive relationships between attitudes toward CRM and purchase intention according to the product type, with particular relevance in utilitarian products.
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JEL Classification: D12, |
Keywords:Cause-Related Marketing, Attitudes toward Cause-Related Marketing, Purchase Intention, Product Type |
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