engleski

The effects of cause and donation size of cause-Related marketing program on consumers’ intention to buy

There were different understandings of cause-related marketing in the past. It has been described as a form of horizontal cooperative sales promotion, a tie-in between corporate philanthropy and sales promotion, synonymous with corporate sponsorship of charitable causes, the initiation and funding of deserving causes, or as marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives. Nowadays, cause-related marketing is considered a specific type of relationship between profit- and nonprofit- organizations, where both partners receive potential benefit. This paper gives attention to cause-related marketing by analyzing to what extent consumers’ intention to buy a certain brand during a cause-related marketing campaign has been influenced by their relation to the cause and donation size from that campaign. The data were collected through a questionnaire and analyzed by descriptive statistics methods and regression analyses. The results of the research prove both hypotheses, i.e. that personal relation to a cause of the campaign and donation size from a single sale positively influence consumers’ purchasing intention to buy a brand that is a subject of cause-related marketing campaign. These results correspond to the results of previous research.

marketing program; consumers; intention to buy

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