DOES THE DONATION SIZE INFLUENCE ON ATTITUDES TOWARD CAUSE-RELATED MARKETING?

DOES THE DONATION SIZE INFLUENCE ON ATTITUDES TOWARD CAUSE-RELATED MARKETING?

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Abstract:
According to the literature review, many variables can influence consumer’s purchase behaviour. In this study we examine the possible influence of one aspect of the marketing strategy on attitudes towards Cause-Related Marketing (CRM), specifically on the conduct component or purchase intention: the donation size. Thus, our aim is to analyze the possible relationship between attitudes towards CRM and purchase intention according to the donation size involved in a CRM campaign.
For this purpose we analyzed a sample of 456 consumers and performed a correlation analysis. Results show that there are significant positive relationships between attitudes toward CRM and purchase intention according to the donation size.
Keywords: Cause-Related Marketing (CRM); attitudes; purchase intention; donation size

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