چکیده:
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.
خلاصه ماشینی:
To achieve this goal, factors involved in this topic were identified through past studies, and a research model was formed using variables of cause-related marketing, brand attractiveness, consumer identity with the company, consumer cynicism, ethical emotions, and purchase intention.
The results of the research showed that cause-related marketing has a positive and significant impact on brand attractiveness, ethical emotions, and consumer purchase intention, but has an inverse and significant effect on consumer cynicism.
On the other hand, in previous research, the impact of cause-related marketing activities on consumer purchase intention has been examined directly (Shabbir et al; 2013 Lodhi & Qamar 2010), and other important variables, including ethical emotions, consumer pessimism, brand attractiveness, and consumer identity with the company, which can be effective in the relationship between cause-related marketing activities and purchase intention, have not been considered.
Cause-related marketing has a positive impact on consumers' attitudes towards the sponsoring company and the products offered (2013 Johnson & Kim), purchase intention (2013 Johnson & Kim), and the likelihood that the consumer will choose that brand.
Furthermore, the mediating role of moral emotions, consumer cynicism, brand attractiveness, and consumer identity with the company in the relationship between cause-related marketing and purchase intention will be examined using path analysis.
The results of factor analysis conducted to determine the validity of the measurement models showed that the measurement models of cause-related marketing, consumer cynicism, consumer identity with the company, brand attractiveness, moral emotions, and purchase intention have a suitable fit.
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