Does the Product Type Influence on Attitudes Toward Cause-Related Marketing?
|Title:||Does the Product Type Influence on Attitudes Toward Cause-Related Marketing?|
Vol. 6, No 1, 2013
Published date: 20-05-2013 (print) / 20-05-2013 (online)
Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
M. Mercedes Galan-Ladero
M. Jesus Barroso-Mendez
|Keywords:||Cause-Related Marketing, Attitudes toward Cause-Related Marketing, Purchase Intention, Product Type|
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.