Economics & Sociology

ISSN: 2071-789X eISSN: 2306-3459 DOI: 10.14254/2071-789X
Index PUBMS: f5512f57-a601-11e7-8f0e-080027f4daa0
Article information
Title: Does the Product Type Influence on Attitudes Toward Cause-Related Marketing?
Issue: Vol. 6, No 1, 2013
Published date: 20-05-2013 (print) / 20-05-2013 (online)
Journal: Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
Authors: M. Mercedes Galan-Ladero
Clementina Galera-Casquet
Victor Valero-Amaro
M. Jesus Barroso-Mendez
Keywords: Cause-Related Marketing, Attitudes toward Cause-Related Marketing, Purchase Intention, Product Type
DOI: 10.14254/2071-789X.2013/6-1/5
Index PUBMS: 20c856d6-aa13-11e7-8eae-080027f4daa0
Language: English
Pages: 60-71 (12)
JEL classification: D12
Website: https://www.economics-sociology.eu/?212,en_does-the-product-type-influence-on-attitudes-toward-cause-related-marketing-
Abstract

Many variables can influence consumer’s purchase behavior in general, and attitudes towards Cause-Related Marketing (CRM) in particular. In this study, our aim is to analyze the possible relationship between attitudes toward CRM and purchase intention according to the product type involved in a CRM campaign. We analyzed a sample of 456 consumers and performed a correlation analysis. Results show there are significant positive relationships between attitudes toward CRM and purchase intention according to the product type, with particular relevance in utilitarian products.