An experimental study on the role of transparency and accessibility on cognitive, affective and conative aspects of consumer response in cause-related marketing

Document Type : Research Paper

Authors

1 Assistant Professor Tehran University ،Farabi Faculty،Tehran University،Qom،Iran,

2 . Professor Tarbiat Modares university ،Tarbiat Modares university،Tehran،Iran

3 PhD Student of Tehran University ،Farabi Faculty، Qom،Iran,

Abstract

Although more than 20 years is passing from the researches on consumer behavior in cause-related marketing field, a survey in literature review can show that the most studies in western context have just focused on the structural aspects of campaigns and few studies have surveyed the variables related to the implementation aspects of the campaigns and the effect of these variables on consumer behavior/response. Therefore, the present study was conducted to test the hypothesis by choosing two variables of campaign transparency and campaign accessibility as implementation related variables of the cause-related marketing campaign, a 2(transparency: high/low) * 2(accessibility: convenient/with effort) between-subject factorial design. The results indicated that when campaigns implement in a high transparency manner, all cognitive, affective and behavioral aspects of consumer response are significantly better than when the transparency is low. In addition, when campaign accessibility is convenient, the condition of consumer`s perception of company altruism motivation, perceived campaign credibility, campaign attitude, purchase intention and word of mouth is significantly better than when accessibility is with effort.

Keywords

References

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Quarterly Journal of Brand Management
Volume 5, Issue 3 - Serial Number 15
November 2018
Pages 187-225

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