在与事业相关的营销活动中信守承诺:制定和验证承诺影响证据量表

IF 2.7 Q2 BUSINESS
Parthesh R. Shanbhag, Yogesh Pai P., Murugan Pattusamy, Gururaj Kidiyoor, Nandan Prabhu
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引用次数: 0

摘要

研究目的:本研究旨在探讨与事业相关的营销(CRM)活动的潜在积极影响,这些活动展示了对所支持事业的承诺证据。本研究采用了基础理论方法来构建承诺影响证据的概念。研究结果本研究提供了证据,证明承诺的影响证据是一个具有反思性的二阶潜在结构。承诺的影响证据量表具有很强的内部一致性、可靠性和有效性。此外,本研究还假设,承诺的影响证据是广告信任、购买意向、广告可信度以及说服和销售意向的前因。具体来说,该量表将说服知识模型应用于客户关系管理活动中,采用了以接受为中心的方法,而不是在开发说服知识模型量表时采用的以拒绝为中心的方法,因此对现有知识有所贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Keeping promises in cause-related marketing campaigns: development and validation of promised impact evidence scale

Purpose

This study aims to investigate the potential positive effects of cause-related marketing (CRM) campaigns that show evidence of commitment to espoused causes. It examines whether consumers respond positively when a CRM campaign promises to deliver proof of the espoused cause.

Design/methodology/approach

This study adopted the grounded theory approach to conceptualize the promised impact evidence construct. A promised impact evidence scale was developed and validated using robust qualitative and quantitative methods, including item response theory estimates.

Findings

The study provides evidence for promised impact evidence as a reflective second-order latent construct. The promised impact evidence scale demonstrates strong internal consistency, reliability and validity. In addition, this study posits that promised impact evidence is an antecedent of advertising trust, purchase intention, advertising credibility and persuasive and selling intent.

Originality/value

This study positioned the promised impact evidence scale against the theoretical underpinnings of the persuasion knowledge model. Specifically, this scale contributes to existing knowledge because it applies the persuasion knowledge model in CRM campaigns by adopting an acceptance focus, as opposed to the rejection focus used in developing persuasion knowledge model scales.

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来源期刊
Journal of Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
期刊介绍: ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
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