The Impact of Cause-Related Marketing on Consumer Purchasing Intent: A Case Study of Tak Marakron Consumers

Document Type : Research Article

Authors

1 Professor, Faculty of Management & Accounting, College of Farabi , University of Tehran, Qom, Iran

2 Lecture at the University of Applied Science and Technology, Roshd Center of Art and Culture, Kerman, Iran

3 MSc. Student of Business Management, College of Farabi, University of Tehran, Qom, Iran

Abstract

The aim of this study was to investigate the effect of cause-related marketing on Tak Makaron consumers’ intention to buy. To achieve this goal, the factors involved in this issue were identified through examining the previous studies in this arena. Factors such as cause-related marketing, brand attractiveness, consumer identification with the company, consumer pessimism, ethical feelings, and purchase intentions were then used to form the research model. The present study is applied in terms of purpose and is descriptive in terms of research method. The data collection instrument in this study was a questionnaire with 350 questionnaires, which was distributed among consumers of Tak Makaron product in Tehran between November and January 2015, out of which 330 acceptable questionnaires were collected. Data analysis was performed using correlation analysis and structural equation modeling with the help of AMOS18 software. The results show that cause-related marketing has a positive and significant effect on brand attractiveness, ethical feelings, and consumer purchase intention. However, it has a significant, negative effect on consumer pessimism. In addition, the consumer's moral feelings and his identification with the company have a positive and significant effect on the purchase intention. Finally, consumer pessimism has an opposite effect on the purchase intention and cause-related marketing.

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Organizational Culture Management
Volume 19, Issue 1
April 2021
Pages 1-24

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