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Effects of consumer-cause fit and consumer-product fit of cause-related marketing on product purchase intention

Title
Effects of consumer-cause fit and consumer-product fit of cause-related marketing on product purchase intention
Author
김준용
Issue Date
2021-05
Publisher
WILEY
Citation
JOURNAL OF CONSUMER BEHAVIOUR, v. 20, Issue. 3, Page. 791-802
Abstract
While many studies have shown that cause-related marketing (CRM) is more effective when product-cause fit (PCF) is high than when it is low, some research has found otherwise. Furthermore, although a few studies demonstrated that high-PCF CRM is more effective when consumer-cause fit (CCF) or consumer-product fit (CPF) is also high, others have found that the moderating effect of CCF on high-PCF CRM is insignificant. Given the inevitable co-occurrence of CCF and CPF in CRM, CPF may moderate the effect of CCF on the effectiveness of high-PCF CRM. Hence, this research examined the interaction effect between the CCF and CPF on the effect of high-PCF CRM on consumers' product purchase intention (PPI). The results of an experiment showed that a high-PCF CRM enhanced the PPI regardless of the CCF when the CPF was low. However, when the CPF was high, high-PCF CRM enhanced the PPI when the CCF was also high but lowered the PPI when the CCF was low. The findings indicate that, for high-PCF CRM to affect PPI positively, CCF must be high when CPF is high, whereas high-PCF CRM may enhance PPI even if CCF is low when CPF is low.
URI
https://onlinelibrary.wiley.com/doi/full/10.1002/cb.1909https://repository.hanyang.ac.kr/handle/20.500.11754/166756
ISSN
1472-0817
DOI
10.1002/cb.1909
Appears in Collections:
COLLEGE OF BUSINESS AND ECONOMICS[E](경상대학) > BUSINESS ADMINISTRATION(경영학부) > Articles
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