The effect of cause related marketing on consumer purchase intention (case study: DiDi mineral water)
Subject Areas : Economic
Gholamreza Rasouli
1
*
,
Abolfazl Khosravi
2
,
Hajar Navidi
3
,
Negin Abbaspour
4
1 - PhD Candidate, Department of Business Management, University of Tehran, Qom, Iran
2 - PhD, Department of Business Management, University of Tehran, Qom, Iran
3 - Business Management Guilan University
4 - Business Management Islamic Azad University, Ahvaz branch
Keywords: marketing, Cause related marketing, consumer purchase intention, DiDi mineral water. ,
Abstract :
Cause related marketing as an ethical and responsible approach in the marketing industry has gradually attracted more attention. The aim of the current research is to investigate the effect of cause related marketing on consumer purchase intention in DiDi mineral water company. The research method of the current study is a descriptive-survey method of applied and correlational type. In order to collect the theoretical bases of information regarding the explanation of the literature of the subject of the research, the library method and document studies were used. The tool of data collection in this research was a questionnaire. The statistical population of the research is the consumers of DiDi mineral water company in Tehran, who have used the products of this company at least one month before, based on this, the size of the statistical population of the research is considered unlimited, and according to Cochran's formula, unlimited the statistical population was used to calculate the statistical sample of the research (180 people). Also, the random sampling method was simple. Due to the fact that the questionnaire was distributed in person and electronically and was done in several stages, only 121 questionnaires were collected. Also, Spss26 and Smart-Pls3 software were used in this research. The results showed that cause related marketing has a positive and significant effect on moral pleasure, brand attractiveness, consumer identity with the company, consumer loyalty and consumer purchase intention. Moral pleasure, brand attractiveness, consumer identity with the company and consumer loyalty has a positive and significant effect on the consumer's purchase intention, and brand attractiveness has a positive and significant relationship with the consumer's identity with the company.
منابع و مأخذ
- بخشی زاده برج، کبری (1397). تاثیر درگیری ذهنی و تردید نسبت به بازاریابی خیرخواهانه بر نگرش مصرف کنندگان به برند، تبلیغات و قصد خرید. مدیریت برند. 5 (14). 53-82.
- چراغ سحر، رسول. پیرزاد، علی. موسوی، نجم الدین (1400). ارائه مدلی در زمینه تاثیر مولفه های بازاریابی خیرخواهانه بر ارزش ویژه برند در صنعت بیمه. دوماهنامه بررسی های بازرگانی. 19 (106). 127-145.
- خنیفر، حسین. سلطانی نژاد، نیما. رشید، علی اصغر(1400). تاثیر بازاریابی خیرخواهانه بر قصد خرید مصرف کننده (مورد مطالعه: مصرف کنندگان تک ماکارون). مدیریت فرهنگ سازمانی. 19 (1). 1-24.
- داوری، علی. رضازاده، آرش(1392). مدلسازی معادلات ساختاری با نرم افزار Smart-PLS. انتشارات جهاد دانشگاهی. تهران.
- زارع پور نصیرآبادی، ابراهیم. غیاث آبادی فراهانی، مریم. اعتدالی، رامین(1402). بررسی تاثیر بازاریابی خیرخواهانه بر هویت مشتری با برند با میانجی گری جذابیت برند. چهارمین کنفرانس ملی توسعه پایدار در علوم مدیریت و حسابداری ایران. تهران. ۱-۱۵.
- کریمی، حسین. بخشم، میلاد. الماسی فرد، محمدرسول. یاراحمدی، محسن(1400). ارائه الگوی عوامل موفقیت بازاریابی خیرخواهانه در ایران. تحقیقات بازاریابی نوین. 11 (4). 177-190.
- هومن، حیدرعلی (1391). راهنمای عملی پژوهش کیفی. تهران: سمت.
- Bakhshizadeh Borj, K. (2018). The effect of mental involvement and skepticism towards charitable marketing on consumers' attitude towards brands, advertising and purchase intention. Brand Management, 5(14), 53–82. (In Persian).
- Behnoosh, S., Naylor, M., & Dickson, G. (2018). The impact of endorsement on a sport-based social marketing campaign. International Journal of Sport Management and Marketing, 18(6), 478–500.
- Cheragh Sahar, R., Pirzad, A., & Mousavi, N. (2011). Presenting a model in the field of the impact of charitable marketing components on brand equity in the insurance industry. Bimonthly Business Reviews, 19(106), 127–145. (In Persian).
- Davari, A., & Rezazadeh, A. (2013). Structural equation modeling with Smart-PLS software. Jahad Daneshgahi Publications. (In Persian).
- De Cruz, B. P. A. (2017). Social boycott. Review of Business Management, 19(63), 5–29.
- Deb, M. (2021). The impact of skepticisms in cause-related marketing campaigns on audiences’ behavioral intentions with religiosity as a moderator: Focused study on nonprofit organizations in India. International Review on Public and Nonprofit Marketing, 18(3), 387–401. https://doi.org/10.1007/s12208-021-00278-3
- Gao, F. (2020). Cause marketing: Product pricing, design, and distribution. Manufacturing & Service Operations Management, 22(4), 775–791.
- Hooman, H. A. (2012). Practical guide to qualitative research. Samt. (In Persian).
- Karimi, H., Bakhsham, M., Almasifard, M. R., & Yarahmadi, M. (2021). Presenting a model of success factors of charitable marketing in Iran. Modern Marketing Research, 11(4), 177–190. (In Persian).
- Khneifer, H., Soltaninejad, N., & Rashid, A. A. (2017). The effect of charitable marketing on consumer purchase intention (Case study: Single macaron consumers). Organizational Culture Management, 19(1), 1–24. (In Persian).
- Mora, E., Vila-Lopez, N., & Küster-Boluda, I. (2021). Segmenting the audience of a cause-related marketing viral campaign. International Journal of Information Management, 59, 102296. https://doi.org/10.1016/j.ijinfomgt.2020.102296
- Saktiana, G. M., & Prakosa, A. (2023). Investigating the impact of cause-related marketing on consumer attitude and purchase intention. Asian Journal of Social and Humanities, 1(12), 1112–1119.
- Seo, H. J., & Song, T. H. (2021). The differential motivation and context effects of cause-related marketing in the hotel industry: The moderating role of consumption value. International Journal of Hospitality Management, 95, 102721.
- Silva e, S. C., Duarte, P., Machado, J. C., & Martins, C. (2020). Cause-related marketing in online environment: The role of brand-cause fit, perceived value, and trust. International Review on Public and Nonprofit Marketing, 17(2), 135–157.
- Singh, S., Kristensen, L., & Villasenor, E. (2009). Overcoming skepticism towards cause-related claims: The case of Norway. International Marketing Review, 312–326.
- Surianto, M., Setiawan, M., Sumiati, S., & Sudjatno, S. (2020). Cause-related marketing campaigns and repurchase intentions: The mediating role of brand awareness, consumer attitude and corporate image. Management Science Letters, 10(14), 3235–3242.
- Tantawi, P., & Sadek, H. (2019). The impact of celebrity endorsement in cause-related marketing campaigns on audiences’ behavioral intentions: Egypt case. International Review on Public and Nonprofit Marketing, 16(2), 293–311.
- Terblanche, N. S., Boshoff, C., & Human-Van Eck, D. (2023). The influence of cause-related marketing campaign structural elements on consumers’ cognitive and affective attitudes and purchase intention. International Review on Public and Nonprofit Marketing, 20(1), 193–223.
- Thomas, S., Jadeja, A., Vaghela, K., & Shreevastava, R. (2022). Investigating the consumers attitude toward brand and purchase intention within the context of cause-related marketing campaign for a pharmacy product. International Review on Public and Nonprofit Marketing, 19(4), 691–708.
- Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52(3), 58–74.
- Zarepour Nasirabadi, E., Ghiyasabadi Farahani, M., & Etidali, R. (2013). Investigating the effect of charitable marketing on customer brand identity through the mediation of brand attractiveness. The Fourth National Conference on Sustainable Development in Management and Accounting Sciences of Iran, 1–15. (In Persian).