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Revista Lasallista de Investigación
Print version ISSN 1794-4449
Abstract
MORTON-RODRIGUEZ, Flor Esthela; TREVINO-BENAVIDES, Teresa Berenice and ARANDIA-PEREZ, Osmar Ernesto. The impact of human vs. non-human causes on brand evaluations and purchase intentions. Rev. Lasallista Investig. [online]. 2020, vol.17, n.1, pp.188-213. Epub Jan 31, 2021. ISSN 1794-4449. https://doi.org/10.22507/rli.v17n1a20.
Introduction.
Do consumers prefer to support certain types of causes more than others? Today, many brands use cause-related marketing (CRM) in their strategies as a way to connect with consumers. However, little is known if consumers prefer to support certain types of causes more than others. Extant literature on CRM has long studied the role of brand/cause fit in the effectiveness of CRM campaigns. Somewhat surprisingly, almost no research has addressed the issue of whether certain types of causes (e.g., human-related causes) are more important to the consumer than other types of causes (e.g. non-human-related campaigns).
Objective.
Based on the self-categorization theory this study aims to understand the role of cause category (human vs. non-human) and willingness to support, on consumers' perceptions and behavioral intentions.
Materials and methods.
The methodology used in this research is experimental.
Results.
Cause category has a significant direct effect on people's willingness to support. Additionally, results showed that willingness to support has a positive direct effect on both brand evaluations and purchase intentions.
Conclusions.
Advance in the discussion on what type of causes should companies promote, by highlighting the importance of consumer's willingness to support as a requisite to improve brand as well as purchase intentions.
Keywords : self-categorization theory; cause-related marketing; cause category; willingness to support; brand evaluations; purchase intentions.