Indira Management Review

Open Access Open Access  Restricted Access Subscription Access

Antecedents of Elaboration Extent for Cause Related Marketing


Affiliations
1 Vikrama Simhapuri University, Nellore, Andhra Pradesh, India
2 Jagan's College of Engineering, Nellore, Andhra Pradesh, India
 

An increasing number of corporations are realizing the benefits that can be derived from cause-related marketing (CRM) and are therefore adopting it as a marketing tool to achieve their marketing objectives, by demonstrating a commitment to improving the quality of life in the communities in which they operate. This purpose is to identify the significant factors influencing Extent of Elaboration in Cause Related Marketing Context, when a firm is associated to a cause or charity programme. The researcher examines the Familiarity of the Product/Company, Cause Proximity, Gender, Cause Participation Effort and Cause Importance as the antecedents of Extent of Elaboration. The higher the elaboration regarding the campaign the greater be the success of Cause Related Marketing. The study follows quasi experimental design and probabilistic, snowball sampling method. The survey is conducted among 846 respondents, data collected through structured questionnaire. The study has found no significant effect of gender on Elaboration. The findings are important to the organizations designing CRM campaign for successful influence on their customers.

Keywords

Familiarity of the Product/Company, Cause Proximity, Gender, Cause Participation Effort And Cause Importance Are the Antecedents of Extent of Elaboration.
User
Notifications
Font Size


  • Alba J. W. and Hutchinson J. W., 1987, "Dimensions of consumer expertise", Journal of Consumer Research. Volume 13, Issue 4, March, pp. 411-454.

  • Andreasen, A.R. & Drumwright, M.E. (2001) "Alliances and Ethics in Social Marketing'. In A.R. Andreasen, & M.E. Drumwright (eds), Ethics in Social Marketing (pp. 95-124). Washington D.C.: Georgetown University Press.

  • Berger, I.E. Cunningham, P.H. & Kozinets, R.V. (1996). “The Processing of Cause Related Marketing claims: Cues, Biases, or Motivators?”, American Marketing Association

  • Berger, Ida, Peggy Cunningham and Robert Kozinets (1998), "Consumer Persuasion through Cause Related Advertising," working paper Queen's University.

  • Bettman J. R. and Sujan M., 1987, "Effects of framing on evaluation of comparable and non comparable alternatives by expert and novice consumers", Journal of Consumer Research. Volume 14, September, pp. 141-154.

  • Beutel, A.M., & Marini, M.M. (1995). Gender and Values.” American Sociological Review, 60 (3) 436-438.

  • Bower, Amanda and Tacy Landreth (2001) “Is Beauty Best? Highly vs. Normally Attractive Models in Advertising” Journal of Advertising, 30 (Spring), 114.

  • Brown, T.J. and Dacin, P.A. (1997), “The company and the product: corporate associations and consumer product responses”, Journal of Marketing, Vol. 61 No. 1, pp. 68-84.

  • Chebat J. C., Charlebois M. and Gelinas-Chebat C., 2001, "What makes open vs. closed conclusion advertisements more persuasive? The moderating role of prior knowledge and involvement", Journal of Business Research. Volume 53, pp. 93-102.

  • Cone C. (2000) "Cause Branding in the 21 Century", Retrieved January 25,2001

  • Drumwright, M.E. (1996), "Company Advertising with a Social Dimension: The Role of Noneconomic Criteria" Journal of Marketing 60 (October). 71-87

  • Eagly, A.H. & Steffen, V.J. (1984). "Gender Stereotypes Stem from the Distribution of Women and Men into Social Roles." Journal of personality and social psychology, 46 735-754.

  • Fazio R. H., Chen J., McDonel E. C. and Sherman S. J., 1982, "Attitude accessibility, attitude behavior consistency, and the strength of the objectevaluation association", Journal of Personality and Social Psychology. Volume 18, pp. 339-357.

  • Fazio R. H., Powell M. C. and Williams C. J., 1989, "The role of attitude accessibility in the attitude-tobehavior process", Journal of Consumer Research, Volume 16, Issue 3, December, pp. 280-288.

  • Johnson B. T., 1994, "Effects of outcome-relevant involvement and prior information on persuasion", Journal of Experimental Social Psychology, Volume 30, pp. 556-579.

  • Maclnnis, D.J. Moorman, C, & Jaworski, B.J. (1991) "Enhancing and Measuring Consumers' Motivation, Opportunity” Journal of Marketing, 55 (4), 32-53.

  • Maheswaran D. and Sternthal B., 1990, "The effects of knowledge, motivation, and type of message on ad processing and product judgments", Journal of Consumer Research, Volume 17, Number 1, June, pp. 66-73.

  • Menon, S., & Kahn, B.E. (2003). "Corporate Sponsorships of Philanthropic Activities: When Do They Impact Perception of Sponsor Brand?", Journal of consumer Psychology, 13(3), 313-327.

  • Menon, Satya and Barbara E. Kahn, "Corporate Sponsorships of Philanthropic Activities: Do they Help the Sponsor?", working paper University of Chicago.

  • Petty, Richard E. and John T. Cacioppo (1984), "The Effects of Involvement on Responses to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion," Journal of Personality and Social Psychology, 46 (1), 69-81.

  • Ratneshwar S., Shocker A. D. and Stewart D. W., 1987, "Toward understanding the attraction effect: T h e implications of products timulus meaningfulness and familiarity", Journal of Consumer Research, Volume 13, Issue 4, March, pp. 520-533.

  • Ross J.K. III Stutts, M.A. & Patterson, L. (19901991). "Tactical Considerations for the Effective Use of Cause- Related Marketing" Journal of Applied Business Research, 7 (2) 58-66.

  • Smith, C. ( 1994 ) The new corporate philanthropy Harvard Business Review 73 (3) : 105 – 116

  • Taylor S. E. and Fiske S., 1984, Social Cognition, Addison-Wesley, Reading.

  • Varadarajan, P.R., & Menon, A. (1988) "Cause Related Marketing: A Co alignment of Marketing Strategy" Journal of Marketing, 52 (3) 58-75.Vol. 17 No. 2, pp. 226-38.


Abstract Views: 282

PDF Views: 127




  • Antecedents of Elaboration Extent for Cause Related Marketing

Abstract Views: 282  |  PDF Views: 127

Authors

Neela Mani Kanta Kota
Vikrama Simhapuri University, Nellore, Andhra Pradesh, India
P. Srivalli
Jagan's College of Engineering, Nellore, Andhra Pradesh, India

Abstract


An increasing number of corporations are realizing the benefits that can be derived from cause-related marketing (CRM) and are therefore adopting it as a marketing tool to achieve their marketing objectives, by demonstrating a commitment to improving the quality of life in the communities in which they operate. This purpose is to identify the significant factors influencing Extent of Elaboration in Cause Related Marketing Context, when a firm is associated to a cause or charity programme. The researcher examines the Familiarity of the Product/Company, Cause Proximity, Gender, Cause Participation Effort and Cause Importance as the antecedents of Extent of Elaboration. The higher the elaboration regarding the campaign the greater be the success of Cause Related Marketing. The study follows quasi experimental design and probabilistic, snowball sampling method. The survey is conducted among 846 respondents, data collected through structured questionnaire. The study has found no significant effect of gender on Elaboration. The findings are important to the organizations designing CRM campaign for successful influence on their customers.

Keywords


Familiarity of the Product/Company, Cause Proximity, Gender, Cause Participation Effort And Cause Importance Are the Antecedents of Extent of Elaboration.

References