The Influence of Brand Familiarity and Product Type on Consumer Responses to Cause-Related Marketing

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Seyedan, Esmaeil | 2011

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Type of Document: M.Sc. Thesis
Language: Farsi
Document No: 41564 (01)
University: Sharif University of Technology
Department: Industrial Engineering
Advisor(s): Shavandi, Hassan
Abstract:
The objective of this study is to investigate the effects of brand familiarity and product type on consumer responses to cause-related marketing (CRM). The construct of involvement is used to categorize products. Besides, the general reaction of consumers to CRM campaigns in low-CRM-awareness situation is assessed. A classical experimental design with 202 respondents is used and results are analyzed using repeated-measures ANOVA and paired t-tests. The results show that how the interaction of brand familiarity and product type can affect the consumer responses to cause-related marketing campaigns. Brand familiarity and interaction effect of familiarity and product type proved influential on consumer responses. It also demonstrates the favorable reaction of consumers to cause-related ads, even in an atmosphere that CRM has formerly been rarely practiced. Implications of these findings are discussed along with justification using relevant theories
Keywords:
Corporate Social Responsibility ; Consumer Behavior ; Cause-Related Marketing ; Product Involvement ; Brand Familiarity

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