Date of Completion
cause-related marketing, CRM, meta-analysis, MASEM, theory of planned behavior.
Mark A. Hamilton
Field of Study
Doctor of Philosophy
Cause-related marketing (CRM) is a growing area of corporate social responsibility that involves a joint venture between a for-profit brand and a nonprofit organization. Over the past 30 years, cause-related marketing research has expanded to all corners of the globe. Themes in CRM research include cause-brand fit, cause involvement, cultural values and beliefs, and the influence of CRM on consumer attitudes and purchase intentions. A series of bivariate meta-analyses were conducted using a random effects assumption to determine effect sizes in this field, and explain the variance in effects across a global body of literature. Results include the effect of CRM campaigns on brand attitudes, r=.284, 95% CI(0.189,0.373), and purchase intentions, r=.277, 95% CI(0.141, 0.404). A meta-analytical structural equation model (MASEM) of CRM effects on attitudes and purchase intentions (K=78, N=22,849) based on the theory of planned behavior is presented to guide future studies that explore the impact of beliefs such as cause involvement (B=.12) and skepticism (B= -.34) on consumer perceptions of cause-brand alliance fit, and the substantial impact (B=.40) these perceptions have on consumer attitudes. Recommendations for nonprofit marketers, for-profit marketers and academic research topics and methods are discussed.
Rego, Michelle Morin, "The Impact of Cause-Related Marketing on Global Consumers: A Meta-Analysis" (2017). Doctoral Dissertations. 1678.