Factors Affecting the Effectiveness of Cause-Related Marketing: A Meta-Analysis
- PDF / 913,480 Bytes
- 22 Pages / 595.276 x 790.866 pts Page_size
- 58 Downloads / 183 Views
ORIGINAL PAPER
Factors Affecting the Effectiveness of Cause‑Related Marketing: A Meta‑Analysis Xiaojun Fan1 · Nianqi Deng1 · Yi Qian2 · Xuebing Dong1 Received: 20 June 2019 / Accepted: 28 September 2020 © Springer Nature B.V. 2020
Abstract In its three decades of development, many constructs of cause-related marketing have been tested from different perspectives and in varied contexts. However, there has not yet been an integrated empirical study. Reviewing 162 studies from 117 articles, we constructed a framework of meta-analysis and identified 20 constructs. Among these, 13 are antecedents that can be grouped into three components: consumer-related traits, execution-related factors, and product-related traits, while three mediators and four consequences are used to measure the effectiveness of cause-related marketing. Moreover, we examined 857 relationships among the constructs. The results showed that consumer-related traits, execution-related factors, and product-related traits all influence the effectiveness of cause-related marketing to varying degrees. Furthermore, we analyzed the effects of six moderators and found that cause-related marketing would be more effective when the brand is familiar, the product is utilitarian, the donation magnitude is large, and the cause is less familiar. However, neither cultural orientation nor cause type significantly influences the effectiveness of cause-related marketing. Finally, the interactions between these moderators and execution-related antecedents provide contributions and implications for cause-related marketing. Keywords Cause-related marketing · Consumer-related traits · Execution-related factors · Product-related traits
Introduction Cause-related marketing (CRM) has grown exponentially in the last 30 years after Varadarajan and Menon (1988) first introduced the concept of corporate social responsibility (CSR) initiatives. In 2019, companies’ spending on causes in the US alone was USD 2.23 billion, increasing by 4.6% as compared to 2018 (IEG 2019). It has attracted attention in both academic and managerial circles. Most studies showed that CRM is a useful marketing tool with many benefits (Chang et al. 2018; Lafferty et al. 2016). However, some researchers argued that it may generate the opposite of its Electronic supplementary material The online version of this article (https://doi.org/10.1007/s10551-020-04639-6) contains supplementary material, which is available to authorized users. * Nianqi Deng [email protected] 1
School of Management, Shanghai University, 99 Shangda Road, Baoshan District, Shanghai 200444, China
Sauder School of Business, University of British Columbia, Vancouver, BC, Canada
2
anticipated effect (Berglind and Nakata 2005). They criticized not only the essence but also the form (Sabri 2018), stating, for example, that the measures of CRM may suffer from bias (Müller et al. 2014), ignoring the consumer’s heterogeneity in CRM effectiveness (Arora and Henderson 2007). Krishna (2011) argued that CRM reduces participation
Data Loading...
