Asian Journal of Social and Humanities
Vol. 1 No. 12 (2023): Asian Journal of Social and Humanities

Investigating The Impact of Cause Related Marketing on Consumer Attitude and Purchase Intention

Galuh Mira Saktiana (Universitas Tarumanagara, Indonesia)
Adhi Prakosa (Universitas PGRI Yogyakarta, Indonesia)

Article Info

Publish Date
25 Sep 2023

Abstract

Cause-related marketing (CRM) is a marketing program that closely relates to corporate social responsibility. The increasing popularity of CRM has led many researchers to investigate effective CRM campaign strategies. This study employs an experimental design with a factorial design to assess the impact of time duration, proximity, and congruence on brand attitudes and intentions. The study was conducted with college students from two cities in Indonesia, and statistical analyses, including t-tests and regression, were utilized. The results indicate that respondents' attitudes vary with respect to time duration and congruence, and attitudes towards brands related to CRM programs positively affect intentions. Therefore, marketers should consider the attributes of CRM, such as duration and congruence, to ensure that the program is accepted by consumers.

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Journal Info
Asian Journal of Social and Humanities
Website

Abbrev

jsh

Publisher

Pelopor Publikasi Akademika

Subject

Decision Sciences, Operations Research & Management Earth & Planetary Sciences Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice

Description

Asian Journal of Social and Humanities is a scientific journal in the form of research and can be accessed openly. This journal is published once bimonthly by Beritrust Publisher. Asian Journal of Social and Humanities provides a means for ongoing discussion of relevant issues that fall within the ...