Investigating the Effects of Cause-Related Buying Motives on Customer Attitude and Purchase Intention

Document Type : Research Paper

Authors

1 Ph.D. student of system management, Faculty of Economics, Management and Social Sciences, Shiraz University

2 Associate Professor of Management, Faculty of Economics, Management, Social Sciences, Shiraz University

3 Master of Business Administration, Faculty of Administrative Sciences and Management, Ferdowsi University

Abstract

 
Abstract: Today business climate requires brands to be socially responsible. Cause-related brands have risen from this thinking. They attempt to respond to stakeholders’ expectations and contribute to injured parts of society, meanwhile try to direct customer's attitude towards buying more. In this regard, the main purpose of the research is to study some motives of cause-related buying which affect customer attitude and purchase intention towards cause-related brands. This descriptive/ survey research examines the relationships among research variables by employing a researcher-made questionnaire, whose validity (construct and content)and reliability(Cronbach: 83/5% and split half: 77%) have been verified. Results show that motives can affect attitude towards cause-related brands and subsequently may influence purchase intention. However, among three motives, just company-based motives have influenced attitude and purchase intention of cause-related brands. On the other hand, cause-related fit was the only factor that could moderate the relation between cause-related brand attitude and its purchasing 

Keywords

References

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Quarterly Journal of Brand Management
Volume 3, Issue 3 - Serial Number 7
October 2016
Pages 49-78

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