Examining the Relationship between Cause-Related Marketing Campaigns Dimensions and Consumers’ Purchase Intention

Abstract

The purpose of this study is to identify the main CRM campaign dimensions affecting consumers’ attitude toward firms and purchase intention applied on on-demand ride services in Egypt.

A qualitative exploratory study was conducted at first that employed in-depth interviews and one focus group with consumers buying socially responsible products and services. This was followed by a quantitative study which involves a survey-based questionnaire. 270 valid questionnaires were collected through a non-probability convenience sampling technique from on-demand ride services users in Cairo and Giza. The data were analyzed using structural equation modelling (Smart PLS V.3) and SPSS V.20.

The study results show that campaign feedback and cause involvement have the strongest favorable impact on attitude toward firm and purchase intention. Degree of participation effort required from consumers and skepticism show a negative significant impact on purchase intention. Moreover, altruistic attribution has a significant impact on consumers’ attitude toward firms. Finally, attitude toward firm didn’t show a significant impact on purchase intention.

Thus, managers should inform consumers by how they are using their donations and update them with campaign’s progress and achievements regularly. In addition, marketers should hamper consumers’ skepticism and enhance their trust in the socially conscious firms.