Effects of cause-related marketing campaigns on consumer purchase behavior among French millennials

2020 ◽  
Vol 37 (5) ◽  
pp. 923-943 ◽  
Author(s):  
Judith Partouche ◽  
Saeedeh Vessal ◽  
Insaf Khelladi ◽  
Sylvaine Castellano ◽  
Georgia Sakka
Keyword(s):  
South African ◽  
Regulatory Focus ◽  
Purchase Intention ◽  
Experimental Studies ◽  
Product Type ◽  
Purchase Behavior ◽  
Content Type ◽  
Cause Related Marketing ◽  
Behavior Study ◽  
Hedonic Products

Purpose The purpose of this paper is to investigate the effects of cause-related marketing (CRM) campaigns on consumer purchase behavior among French millennials contrasted with their international counterparts. Based on the regulatory-focus theory, the influence of the types of arguments and products is tested on French millennials’ attitudes, intentions and behaviors in the context of CRM campaigns. Design/methodology/approach Three experimental studies among French millennials examine the effects of a CRM campaign vs non-CRM one on purchase behavior (study 1) through varying the formulation of the argument (promotion or prevention – study 2) and the nature of the advertised product (utilitarian or hedonic – study 3). Findings The results reveal French millennials’ favorable attitude and greater purchase intention for products carrying CRM messages, displaying similarities with American and Dutch millennials. When exposed to CRM advertising with promotion messages for hedonic products, French millennials, similarly to their South African and American counterparts, show greater purchase intentions, exhibiting cause sensitivity with hedonic products to reach aspirational goals. Research limitations/implications Inconsistent findings related to French millennials’ willingness to pay are linked to possible message formulation and product nature biases. The study contributes to the CRM literature by bridging regulatory focus and product type in a CRM campaign context, while contrasting millennials’ perceptions from diverse countries. Practical implications To improve CRM effectiveness toward millennials, firms must ensure the consistency between the causes, types of messages and products. Social implications CRM campaign efficiency is enhanced when promoted by brands, thereby increasing millennials’ engagement toward the causes. Originality/value This paper is the first to explore, in a single study, CRM campaign regulatory focus and product type among French millennials compared with their international counterparts.

The interplay of social responsibility consciousness and evaluation mode in consumers’ response toward cause-related marketing-enhanced product

2019 ◽  
Vol 32 (8) ◽  
pp. 1651-1674
Author(s):  
Eun Young Park ◽  
Jung Min Jang
Keyword(s):  
Social Responsibility ◽  
Purchase Intention ◽  
Experimental Studies ◽  
Presentation Mode ◽  
Future Research ◽  
Price Fairness ◽  
Content Type ◽  
Cause Related Marketing ◽  
Evaluation Mode ◽  
The Impact

Purpose The purpose of this paper demonstrate that purchase intention toward a cause-related marketing (CRM)-enhanced product can be positively correlated with consumers’ social responsibility consciousness (SRC) and can be increased or decreased merely by changing the evaluation mode. Design/methodology/approach The authors conduct three experimental studies with two levels of SRC (high vs low) × two evaluation modes (joint evaluation (JE) vs separate evaluation (SE)) between-subjects design. The dependent variable is purchase intent toward the CRM-enhanced product. Findings The results indicate that consumers with high SRC are more likely than those with low SRC to purchase a CRM-enhanced product when two products are presented side by side (JE). However, consumers’ SRC level does not impact purchase intention when they see only one product (SE) independently (Study 1). The authors confirm that the proposed effect is mediated by perceived price fairness toward the product (Studies 2 and 3). Research limitations/implications Future research on CRM-enhanced products should carefully consider that the impact of individuals’ SRC level was in very different directions depending on the evaluation mode. In addition, further investigation is needed to address generalizability issues regarding samples and hypothetical stimuli. Practical implications These findings offer recommendations to help practitioners design effective marketing communications about CRM practice for target markets. Originality/value To the authors best knowledge, the current study is the first attempt to explore the crucial role of SRC, presentation mode and their interaction on purchase intention toward CRM-enhanced products.

The effects of donation amount and ad orientation of cause-related marketing on consumers’ response

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anran Zhang ◽  
Zhengliang Xu ◽  
Xin Yu
Keyword(s):  
Interaction Effect ◽  
Attribution Theory ◽  
Purchase Intention ◽  
Experimental Studies ◽  
Consumer Response ◽  
Corporate Image ◽  
Mediating Effect ◽  
Content Type ◽  
Cause Related Marketing ◽  
Social Cause

Purpose Cause-related marketing (CRM) is an increasing popular marketing strategy in which a firm donates a specific amount to a designed cause when customers engage in revenue-providing exchanges. Based on balance and attribution theory, this paper aims to explore the interaction effect of donation amount and ad orientation, two important factors of formulation and communication of CRM, respectively, on consumer response and the mediating effect of consumers’ perceived company motives. Design/methodology/approach Two 2 (donation amount: small vs large) × 2 (ad orientation: product- vs cause-oriented) between-subjects experimental studies were conducted in marketing course with 284 and 157 Chinese undergraduate students participating in Studies 1 and 2, respectively. ANOVA and regression were used to test the hypotheses. Findings Study 1 shows the significant interaction effects of donation amount and ad orientation on consumers’ response. When CRM has a large donation amount, cause-oriented (vs product-oriented) ad leads to consumers’ more positive company attitude and higher purchase intention. The opposite is true for the small donation amount condition. Study 2 shows that the above interaction effect is mediated by consumer-attributed company motives. The attributed motive of sincerely caring about social cause has significant positive effect on consumer response, whereas the attributed motive of increasing sales or improving corporate image does not. Originality/value This paper contributes to the literature by empirically examining the interaction effect of donation amount and ad orientation on consumer-inferred motives and behavioral response. The findings are valuable because they indicate the importance of matching between factors at formulation and communication stage. In addition, this paper found that consumers are “tolerant” of companies using CRM to promote product sales and improve brand image.

scholarly journals The impact of experiential augmented reality applications on fashion purchase intention

2018 ◽  
Vol 48 (5) ◽  
pp. 433-451 ◽  
Author(s):  
Anna Watson ◽  
Bethan Alexander ◽  
Leyla Salavati
Keyword(s):  
Augmented Reality ◽  
Purchase Intention ◽  
Affective Response ◽  
Purchase Behavior ◽  
Research Approach ◽  
Snowball Sampling ◽  
Content Type ◽  
Shopping Motivation ◽  
Hedonic Shopping ◽  
The Impact

Purpose Utilizing the stimulus-organism-response model, the purpose of this paper is to examine the effects of augmented reality (AR) (specifically augmentation) on consumers’ affective and behavioral response and to assess whether consumers’ hedonic motivation for shopping moderates this relationship. Design/methodology/approach An experiment using the manipulation of AR and no AR was conducted with 162 participants aged between 18 and 35. Participants were recruited through snowball sampling and randomly assigned to the control or stimulus group. The hypothesized associations were analyzed using linear regression with bootstrapping. Findings The paper demonstrates the benefit of using an experiential AR retail application (app) to positively impact purchase intention. The results show that this effect is mediated by positive affective response. Furthermore, hedonic shopping motivation moderates the relationship between augmentation and the positive affective response. Research limitations/implications Because of the chosen research approach, the results may lack generalizability to other forms of augmentation. Therefore, researchers are encouraged to test the proposed model using different types of AR stimuli. Furthermore, replication of the study with other populations would increase the generalizability of the findings. Practical implications Results of this study provide a valuable reference for retailers of the benefits of using AR when attempting to optimize experiential value in online environments. Originality/value The study contributes to experiential retail and consumer purchase behavior research by deepening the conceptualization of the impact of experiential technologies, more specifically AR apps, by considering the role of hedonic shopping motivations.

Understanding the luxury purchase intentions of young consumers: a qualitative analysis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Purva Sharma ◽  
Sudeepta Pradhan ◽  
Ankur Srivastava
Keyword(s):  
Purchase Intention ◽  
Emerging Market ◽  
Economic Value ◽  
Purchase Behavior ◽  
Luxury Brands ◽  
Content Type ◽  
Social And Emotional ◽  
Young Consumers ◽  
Indian Consumer ◽  
Depth Interviews

PurposeThe study intends to investigate the key purchase drivers of luxury brands in India. Given that a major segment of this target audience is the young consumers, the study focuses on determining these antecedents of luxury purchase from a young Indian consumer lens.Design/methodology/approachThe study uses an interpretive research position, employing qualitative techniques in the form of in-depth interviews. In total, 62 respondents were interviewed, and later the transcribed interviews were analyzed using content analysis.FindingsThe study identifies the three main value dimensions that contribute to the final purchase decision: functional, social and emotional. The study also highlights the importance of Internet and web for luxury brands and how young Indian consumer consumes luxury online.Originality/valueResearch on luxury brands is still at a nascent stage. Though variables such as economic value, brand origin, social identity, prestige, self-congruity and so on have been examined in the context of luxury brands in prior studies. However, these studies are restricted because either they were product-specific or actual users of luxury brands were not approached as the sample. Most importantly none of these studies reflect the purchase behavior of young consumers in an emerging market, especially India. Given the growth of luxury brands in India, it would be worthwhile to investigate the factors influencing the customer purchase intention of luxury brands in emerging markets.

Shopping online? The role of imagination and gender

2019 ◽  
Vol 53 (12) ◽  
pp. 2604-2628 ◽  
Author(s):  
Manveer K. Mann ◽  
Yuping Liu-Thompkins
Keyword(s):  
Purchase Intention ◽  
Negative Impact ◽  
Experimental Studies ◽  
Product Evaluation ◽  
Brand Experience ◽  
Content Type ◽  
Female Consumers ◽  
Product Use ◽  
Negative Effect ◽  
The Impact

Purpose This study aims to examine gender differences in the impact of imagining product use on purchase decisions. The authors argue that while imagination can enhance purchase intention for female consumers, it can be detrimental to male consumers. This study explores the conditions under which imagination can be turned into a positive device for male consumers. Design/methodology/approach Three experimental studies were conducted. The first two studies illustrate the differential effects of imagination on males vs females. Given the negative effect found among males, the third study focused exclusively on male consumers to identify conditions under which the negative impact of imagination on these consumers can be alleviated. Findings Studies 1 and 2 show that while an imagination tactic has positive or no effect on female consumers, a generic imagination request lowers male consumers’ purchase intention. Focusing on potential ways of alleviating this negative effect, Study 3 shows that for males without prior brand ownership experience, imagining product use in a less-typical context can increase purchase intention. Research limitations/implications The results provide evidence that gender impacts the effectiveness of imagination in improving product evaluation. Furthermore, the context of imagination and previous brand experience can be used together to determine how male consumers respond to imagination. Practical implications The study’s findings warn against the blind use of imagination tactics. Instead, retailers need to customize imagination tactics based on gender, previous brand experience and product usage context. Originality/value To the best of the authors’ knowledge, this is one of the first papers to examine the impact of gender on the influence of imagination on product evaluation.

Exploring the synergy effect of trust with other beliefs in television shopping

2019 ◽  
Vol 58 (3) ◽  
pp. 428-447
Author(s):  
Yung-Shen Yen
Keyword(s):  
Purchase Intention ◽  
Service Providers ◽  
Purchase Behavior ◽  
Media Richness ◽  
Synergy Effect ◽  
Price Fairness ◽  
Content Type ◽  
Host Interaction ◽  
Perceived Price ◽  
Perceived Price Fairness

Purpose Television (TV) shopping has notably changed human shopping behaviors. However, despite its significant advantages, TV shopping still faces many challenges in promoting customer purchase behavior. The purpose of this paper is to explore the synergy effect of trust with other beliefs on purchase intention in TV shopping. Other beliefs, including perceived media richness, perceived price fairness, perceived convenience and perceived host interaction, were tested as the synergy factors in the proposed model. Design/methodology/approach A hierarchical moderator regression analysis was conducted, and data on the TV shopping habits of 428 customers in Taiwan were examined. Findings The findings of the study revealed that trust synergizes perceived price fairness and perceived host interaction rather than perceived media richness and perceived convenience to enhance purchase intention in TV shopping. Research limitations/implications This study confirmed the assumption that trust synergizes the beliefs (i.e. perceived price fairness and perceived host interaction) to enlarge purchase intention in TV shopping. Practical implications This study suggests that service providers need to prioritize concerns to build trust with customers to encourage purchases during TV shopping. They should also actively promote fair prices and invite famous people to serve as hosts to motivate purchases in TV shopping. Originality/value This study advances the knowledge of the trust theory and the synergy model by examining the synergy effect of trust with other beliefs in TV shopping.

International buyers’ repurchase intentions in a Chinese cross-border e-commerce platform

2019 ◽  
Vol 30 (2) ◽  
pp. 403-437
Author(s):  
Jian Mou ◽  
Jason Cohen ◽  
Yongxiang Dou ◽  
Bo Zhang
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
International Markets ◽  
Purchase Intentions ◽  
Purchase Behavior ◽  
Content Type ◽  
Repurchase Intentions ◽  
Cross Border ◽  
Repeat Purchase ◽  
Repeat Purchase Behavior

Purpose The purpose of this paper is to develop and test a model of the uncertainties and benefits influencing the repurchase intentions of buyers in cross-border e-commerce (CBEC). Design/methodology/approach The authors draw on the valence framework to hypothesize effects of positive valences (utilitarian benefits) along with negative valences (pre- and post-contractual uncertainties) on buyers’ repeat purchase intentions. Data were collected using an online survey from 378 international B2C buyers on a CBEC platform in China. Findings Results explain 51.4 percent of the variance and reveal that overall value, as determined by monetary saving, convenience and product offerings as positive valences, exerts the strongest effect on repeat purchase intention. However, negative valences remain significant, and are particularly salient for female shoppers. Research limitations/implications The authors extend the valence theory into the study of repeat purchase behavior and contribute to much needed literature on why consumers return to repurchase from a CBEC platform. Practical implications Repeat purchase and loyalty of online consumers is essential for success of e-commerce providers. The results help online providers competing in international markets understand how buyers form repurchase intentions based on their evaluations of both value and uncertainty. Originality/value Buyer behavior in CBEC has received relatively less attention than domestic e-commerce. This paper is among the first to examine how both positive and negative valences combine to effect repurchase intention of international buyers in CBEC.

Consumer perceptions of online review deceptions: an empirical study in China

2016 ◽  
Vol 33 (4) ◽  
pp. 269-280 ◽  
Author(s):  
Ling Peng ◽  
Geng Cui ◽  
Mengzhou Zhuang ◽  
Chunyu Li
Keyword(s):  
Purchase Intention ◽  
Deception Detection ◽  
Consumer Perceptions ◽  
Third Party ◽  
Purchase Behavior ◽  
Online Review ◽  
Product Reviews ◽  
Content Type ◽  
Online Product Reviews ◽  
Depth Interviews

Purpose To influence consumer perceptions, firms often manipulate online product reviews on their own websites or third-party forums by anonymously adding positive reviews, deleting unfavorable reviews or offering rewards to encourage favorable reviews. This study aims to investigate consumer perceptions of online review deceptions and how these perceptions influence their subsequent purchase behavior. In particular, consumers’ awareness, suspicion and detection are studied and specific manipulation tactics are evaluated. Design/methodology/approach Both qualitative and quantitative studies are relied upon to understand consumer perceptions of online review deceptions. In-depth interviews with 16 experienced online shoppers were conducted to collect the illustrative accounts concerning consumer awareness of online review deceptions, their suspicion, detection and evaluation of different manipulation tactics. A survey of 199 consumers was then followed to validate and corroborate the findings from the qualitative study and generalize the interview results onto the general public. Findings The results from in-depth interviews suggest that consumers take a negative view toward online review deceptions, but the degree of negativity varies across different manipulation tactics. Moreover, different types of manipulations vary in terms of perceived deceptiveness, ease of detection and unethicality, as well as their effect on consumer purchase intention and perceived helpfulness of online product reviews. The findings from the survey further confirmed the qualitative findings. Practical implications The findings have a number of meaningful managerial implications for industry associations and policymakers on whether and how to regulate online review deceptions. Originality/value This study applies and extends information manipulation theory and deception detection literature to an online context to increase the richness of the relevant theories. It is among the first to empirically investigate online review deceptions from a consumer’s perspective, as opposed to a firm’s perspective as previous studies have done.

Factors influencing green purchase behavior of millennials in India

2018 ◽  
Vol 29 (5) ◽  
pp. 798-812 ◽  
Author(s):  
Richa Chaudhary ◽  
Samrat Bisai
Keyword(s):  
Willingness To Pay ◽  
Cultural Context ◽  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Behavior ◽  
Equation Modeling ◽  
Perceived Behavioral Control ◽  
Buying Behavior ◽  
Content Type ◽  
The Relationship

Purpose Building on the theory of planned behavior (TPB), the purpose of this paper is to understand the green buying behavior of educated millennials in India. The study also attempts to extend the TPB by including two additional variables, environmental concern (EC) and willingness to pay premium, in the framework. Design/methodology/approach Data were collected from 202 students from various departments of an institute of higher education in India. The proposed model was tested with the help of structural equation modeling using bootstrapping procedures in SPSS AMOS 24. Findings Except for the direct association between subjective norm (SN) and purchase intention (PI), the study provided support for the TPB framework. EC was found to exert an indirect influence on green PI through its effect on attitude, SN and perceived behavioral control. Willingness to pay premium moderated the relationship of PI with green buying behavior. PIs were found to successfully translate into purchase behavior (PB). Practical implications This research by promoting an understanding on the factors affecting the green buying behavior of educated millennials in India will assist green marketers to tap the tremendous potential inherent in this market segment by formulating customized market plans and strategies. Originality/value The study extends the existing literature by validating and extending the TPB framework in a unique cultural context and advancing the understanding of underlying psychological mechanisms and boundary conditions of the relationship between PIs and PBs.

scholarly journals An investigation into the relationship between materialism and green purchase behavior in Vietnam and Taiwan

2019 ◽  
Vol 21 (2) ◽  
pp. 247-258
Author(s):  
Nguyen Thi Tuyet Mai
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Research Effort ◽  
Purchase Behavior ◽  
Equation Modeling ◽  
Green Products ◽  
Content Type ◽  
Important Relationship ◽  
Materialistic Values ◽  
The Impact

Purpose The purpose of this paper is to investigate the impact of materialistic values on purchase intention (PI) toward green products among consumers in Vietnam and Taiwan, two Asian countries with different levels of economic development. Design/methodology/approach This research employs the extended theory of planned behavior (TPB) with an integration of materialism. To serve the purpose of this study, two consumer surveys were conducted in Hanoi (Vietnam) and Taipei (Taiwan). The structural equation modeling was employed to test the proposed model and hypotheses. Findings This study examined the impact of some antecedents of green PI among consumers in Vietnam and Taiwan, focusing on the indirect impact of materialistic values (through attitude). All five hypotheses received support from the Vietnam data, confirming the significant impacts of materialistic values (i.e. success and happiness) on attitude, and all three antecedents from the TPB model (i.e. attitude, subjective norms and perceived behavioral control) as positive predictors of green PI. For the Taiwan data, the findings were similar to those from the Vietnam data, except insignificant impact of success value on attitude toward buying green products. Originality/value This research is expected to contribute to the extant literature by enriching the knowledge of the interesting and important relationship between materialistic values and green purchase behavior among consumers in two Asian markets where, to the author’s best understanding, only modest research effort has been given to explore this topic.

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