独创性
营销
业务
采购
快速消费品
价值(数学)
新兴市场
广告
概念框架
定性研究
社会学
社会科学
财务
机器学习
计算机科学
作者
Prasant Kumar Pandey,Naval Bajpai,Abhijeet Vikramaditya Tiwari
出处
期刊:British Food Journal
[Emerald (MCB UP)]
日期:2023-12-04
卷期号:126 (3): 1121-1146
标识
DOI:10.1108/bfj-07-2023-0638
摘要
Purpose Many studies conducted on cause-related marketing (CaRM) are concentrated in advanced economies. However, there is very little work reported pertaining to CaRM in emerging economies like India. Hence, the aim of this study is to analyze the effect of CaRM on the customers' purchase intention (PI) in the Indian fast-moving consumer goods (FMCGs) sector, which is the fourth largest sector in the Indian economy. Further, this study tests the mediating effect of attitude and the moderating effect of cause involvement. Design/methodology/approach This paper employs a quantitative methodology. Primary data were collected from 1220 respondents from North India. PLS-SEM is employed to examine the data. Findings The findings reveal that CaRM strongly impacts FMCG customers' purchasing intentions. Further, a positive attitude toward cause-related marketing triggers the customer purchase intention. Third, the results show that cause involvement moderates purchase intentions, so those who feel passionately dedicated to the cause are more inclined to buy while being involved in the cause-related marketing program. Practical implications The results would aid marketers in developing effective CaRM campaigns for their FMCG brands by understanding the different combinations of factors influencing CaRM. Originality/value FMCG is one of the major pillars of the Indian economy. This research proposes a comprehensive conceptual framework for the current study that is supported by literature. This study provides evidence of the increasingly important role of CaRM in establishing a win-win association with customers, aiming to solve specific societal causes and creating a favorable image of the brand in the FMCG sector.
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