The impact of perceived manipulation, motives, and ethicality in cause-related marketing: a CRM+ model

IF 4.4 Q2 BUSINESS

Journal of Marketing Theory and Practice Pub Date : 2022-07-22 DOI:10.1080/10696679.2022.2074462

Nathan W. Twyman, Sarah M. Stanley, Cassandra C. Elrod, Tamara M. Masters

引用次数: 4

Abstract

ABSTRACT We developed a CRM+ Model using experimentation and structural equation modeling analysis. CRM+ demonstrates previously unexplored interrelationships among consumer-perceived manipulation, brand motives, perceived ethicality of the Cause-related Marketing, and brand attitude. CRM+ reveals that perceived ethicality of the CRM has a significant positive effect on brand attitude, though it is not as pronounced as the effect of perceived altruistic motives. Egoistic motives decrease ethicality perceptions, but has no direct effect on brand attitude. Altruistic motive perceptions diminish egoistic motive perceptions. CRM+ suggests marketing managers should prioritize emphasizing altruistic motives and ethicality of the partnership over downplaying egoistic motives.

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感知操纵、动机和道德在事业相关营销中的影响:CRM+模型

摘要本文通过实验和结构方程建模分析建立了CRM+模型。CRM+展示了之前未被探索的消费者感知操纵、品牌动机、事业相关营销的感知道德和品牌态度之间的相互关系。CRM+表明，客户关系管理道德感对品牌态度有显著的正向影响，尽管它不像感知利他动机的影响那么明显。自私自利的动机会降低消费者的道德感，但对品牌态度没有直接影响。利他动机知觉减少了利己动机知觉。CRM+建议营销经理应该优先强调合作伙伴的利他动机和道德，而不是淡化利己动机。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.