• myGriffith
    • Staff portal
    • Contact Us⌄
      • Future student enquiries 1800 677 728
      • Current student enquiries 1800 154 055
      • International enquiries +61 7 3735 6425
      • General enquiries 07 3735 7111
      • Online enquiries
      • Staff phonebook
    View Item 
    •   Home
    • Griffith Research Online
    • Conference outputs
    • View Item
    • Home
    • Griffith Research Online
    • Conference outputs
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    Browse

  • All of Griffith Research Online
    • Communities & Collections
    • Authors
    • By Issue Date
    • Titles
  • This Collection
    • Authors
    • By Issue Date
    • Titles
  • Statistics

  • Most Popular Items
  • Statistics by Country
  • Most Popular Authors
  • Support

  • Contact us
  • FAQs
  • Admin login

  • Login
  • An Examination of Cause-Related Marketing in the Context of Brand Attitude, Purchase Intention, Perceived Fit and Personal Values

    Thumbnail
    View/Open
    30421_1.pdf (169.6Kb)
    Author(s)
    Westberg, Kate
    Pope, Nigel
    Griffith University Author(s)
    Pope, Nigel K.
    Year published
    2005
    Metadata
    Show full item record
    Abstract
    Cause-related marketing has emerged relatively recently in Australia, however, companies are beginning to make sizable investments in this strategy and the level of involvement is expected to increase. As nonprofit organisations face decreased government funding and corporate philanthropy, the growth of this strategy presents new opportunities. Although both academic and practitioner research has indicated strong consumer support for the concept of cause-related marketing, there has been limited research to date regarding the effectiveness of this strategy in terms of actually changing brand attitude and influencing purchase ...
    View more >
    Cause-related marketing has emerged relatively recently in Australia, however, companies are beginning to make sizable investments in this strategy and the level of involvement is expected to increase. As nonprofit organisations face decreased government funding and corporate philanthropy, the growth of this strategy presents new opportunities. Although both academic and practitioner research has indicated strong consumer support for the concept of cause-related marketing, there has been limited research to date regarding the effectiveness of this strategy in terms of actually changing brand attitude and influencing purchase intention. There has also been limited research in Australia. In addition, it is important to understand the factors that contribute to an effective cause-related marketing campaign. This exploratory research examined these issues using an experimental design where subjects were randomly assigned to either the treatment group or the control group, and data were collected using selfadministered surveys. The findings indicate that cause-related marketing can be effective in positively changing attitude to the brand; however, the research did not indicate an influence on purchase intention. Further, personal values were not found to affect change in brand attitude or purchase intention. Finally, perceived fit between the brand and the cause can positively influence consumers’ attitude to the cause-related marketing strategy.
    View less >
    Conference Title
    ANZMAC 2005
    Publisher URI
    https://anzmac.wildapricot.org/
    Copyright Statement
    © The Author(s) 2005. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).
    Publication URI
    http://hdl.handle.net/10072/2843
    Collection
    • Conference outputs

    Footer

    Disclaimer

    • Privacy policy
    • Copyright matters
    • CRICOS Provider - 00233E

    Tagline

    • Gold Coast
    • Logan
    • Brisbane - Queensland, Australia
    First Peoples of Australia
    • Aboriginal
    • Torres Strait Islander