Model of Consumer Attitude in the Activity of Cause-Related Marketing

Abstract

Company support of social cause, called cause related marketing (CRM), recently has experienced extraordinary growth. Using signalling theory, this study empirically tests a formation of attitude toward alliance model, which consists of impact of attitude toward brand, attitude toward causes, product fit, and brand fit on attitude toward CRM, and evaluate the impact of attitude toward CRM on purchase intention. A 2 x 2 factorial design experiment with the use of experience-product was conducted to test hypothesis. The first result is unification of product fit with brand fit into one variable, called fit. The second results is that attitudes toward the cause and fit between partners have significant effect on formation of attitude toward alliance. But hypothesis that attitude toward brand has positive impact on attitude toward CRM is rejected. The third finding is when the model is modified, there is positive and significant direct relation between attitude toward brand and purchase intention.