The Model of Consumer Response to Cause Marketing CampaignsA Tool for Catching People’s Participation through Companies
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Article Type:
Research/Original Article (دارای رتبه معتبر)
Abstract:
INTRODUCTION

 As social and environmental problems is rapidly increasing, social responsibility is increasingly being more important. Now, worldwide profit and nonprofit organizations such as Red Cross Society are paying more attention to differentiate or improve their brands as well as the level of participations by cause marketing campaigns. This study aimed to explore comprehensive factors that can influence consumer response in cause marketing campaigns in Iran context.

METHODS

 Using a qualitative grounded theory approach, consumer experiences about real cases of related campaigns in Iran market were addressed through deep interviews with 18 Iranian consumers. The analysis of data was done by NVivo software through a reciprocating process and principles of grounded theory.

FINDINGS

 The suggested inductive model advocated that cause marketing campaigns (including structural-related campaign factors from corporate side, structural-related campaign factors from cause side, implementation-related campaign factors, and consumer-related factors) could affect consumer response pyramid.

CONCLUSION

 In addition to structural factors, which often examined in past research, our findings suggest that implementation- and consumer-related factors can influence consumer’s response, and in planning cause-marketing campaigns, these vital factors must be notice.

Language:
English
Published:
Scientific Journal of Rescue Relief, Volume:11 Issue: 2, Spring 2019
Pages:
92 to 102
magiran.com/p2100721  
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