Economics & Sociology
ISSN: 2071-789X eISSN: 2306-3459 DOI: 10.14254/2071-789XIndex 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.