Cause-related marketing: scepticism and warm glow as impacts of donation size on purchase intention
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Cause-related marketing: scepticism and warm glow as impacts of donation size on purchase intention Amel Chaabouni 1
& Kaouther
Jridi 2 & Fatma Bakini 3
Received: 4 March 2020 / Accepted: 7 September 2020/ # Springer-Verlag GmbH Germany, part of Springer Nature 2020
Abstract This research considers the impact of donation size, in relation to Cause-Related Marketing (CRM) practices, on purchase intention. More specifically, it aims to understand the ethical behaviour of consumers, while introducing diametrically opposed feelings, scepticism and warm glow. A quantitative study based on experimentation was conducted and online self-managed questionnaires were handed to 300 Internet users. The results of this research show that the size of the donation does not directly contribute to the purchase intention, but it rather provokes scepticism in the case of a highly-sized donation. The latter directly and negatively influences the warm glow which in its turn positively affects the intention to buy non-profit products. This research helps advertisers to convey positive, clear and unexaggerated advertising messages about the size of the donation, to avoid consumers’ disruption, doubts and incredulity. This research provides insights into cause-related marketing phenomenon while simultaneously taking into account positive reactions (warm glow) and negative reactions (scepticism) in the research cultures of the Arab world, where the research is sporadic and unavailable. Keywords Cause-related marketing . Non-profit product . Scepticism . Warm glow .
Donation size . African context
* Amel Chaabouni [email protected]
1
Applied Research in Business Relationships and Economics, Higher School of Economic and Commercial Sciences, University of Tunis, Tunis, Tunisia
2
Applied Research in Business Relationships and Economics, High Institute of Management, University of Tunis, Tunis, Tunisia
3
Applied Research in Business Relationships and Economics, High Institute of Management, Tunis, Tunisia
A. Chaabouni et al.
1 Introduction Enterprises evolve in a highly competitive environment where products are of similar quality and price, hence the need to stand out from the competition and differentiate themselves through consumers. This is why companies are urged to design innovative strategies by integrating social responsibility practices, not only to attract new customers, but also to retain existing ones (Shabbir et al. 2010). In this context, causerelated marketing represents one of the modern marketing strategies used by most companies in the Western world (Kumar and Bansal 2017). Cause-related marketing is defined by Nelson and Vilela (2017), as a marketing tool linking a company to a social cause within a promotional initiative with the aim of obtaining mutual benefit. Thus, it simultaneously highlights the social responsibility and the marketing strategy of a firm in order to achieve economic and social objectives, thus promoting social progress, the quality of human life, well-being, security, etc. (Kumar a
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