Role of Altruistic Attitudes in Cause-Related Marketing

Wojciech Kozłowski, Ewelina Sobotko

Abstract


This study identified factors affecting the effects of cause-related marketing (CrM). An empirical verifiation of the hypotheses confimed that an altruistic attitude, evaluated through the willingness to help others, is a differentiating factor in purchase intentions of product supporting a social cause. It was assumed that a positive correlation between variables would not be amplifid by either the type of the product or the product-cause fi. The research also shows that the more altruistic attitudes, the more favourable attitude towards the CrM campaign and that marketing initiatives based on donation are more effective in stimulating a purchase than initiatives based on fiancial compensation (price discount, cash-back) when consumers are more, rather than less willing to help a social cause.


Keywords


cause-related marketing; purchase intentions; altruism

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References


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DOI: http://dx.doi.org/10.17951/h.2017.51.2.123
Data publikacji: 2017-08-16 10:52:17
Data złożenia artykułu: 2017-02-14 14:41:02


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Copyright (c) 2017 Wojciech Kozłowski, Ewelina Sobotko

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