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Does the Product Type Influence on Attitudes Toward Cause-Related Marketing?

Vol. 6, No 1, 2013

Galan-Ladero, M. Mercedes
University of Extremadura, Spain, Facultad CC.EE. y EE.– Universidad de Extremadura
Avda. Elvas, s/n. 06006 Badajoz (Spain)
Phone: (+34) 924 289300 ext. 86524;
Fax: (+34) 924 272509
 

 

 

DOES THE PRODUCT TYPE INFLUENCE ON ATTITUDES TOWARD CAUSE-RELATED MARKETING?

E-mail: mgalan@unex.es

 

Galera-Casquet, Clementina
University of Extremadura, Spain,
E-mail: cgalera@unex.es 

Valero-Amaro, Victor
University of Extremadura, Spain,
E-mail: vvalero@unex.es

Barroso-Mendez, M. Jesus
University of Extremadura, Spain,
E-mail:  mjbarroso@unex.es

Received
: September, 2012
1st Revision: March, 2012
Accepted: May, 2013

 

ABSTRACT. 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.

 

JEL Classification: D12,
L1, M3

Keywords:Cause-Related Marketing, Attitudes toward Cause-Related Marketing, Purchase Intention, Product Type