The influence of cause-related marketing on consumers' attitude and its theoretical explanation

doi:10.3724/SP.J.1042.2019.00737

Abstract

Abstract:

Cause-related marketing is an important strategy to combine the fulfillment of corporate social responsibility with the improvement of brand image. If a company engage in cause-related activities, the consumers of the company will have the opportunities to participate in philanthropic events when consumption. Base on the current state of knowledge regarding the domain of cause-related marketing, we found that attribution theory, stimulus-organism-response (SOR) theory, self-signaling theory, and balance theory can be used to explain the effects and mechanisms of cause-related marketing on consumer attitude. Future research should further explore new independent variables from the perspective of cause-related marketing that affects consumer attitude, the effect of cause-related marketing from consumer perspective, and even new mechanisms that underlying cause-related marketing effect on consumers' attitude.

Key words: cause-related marketing, consumer attitude, corporate social responsibility

CLC Number:

B849: F713.55

LUO Ziwei, LÜ Linxiang. The influence of cause-related marketing on consumers' attitude and its theoretical explanation[J]. Advances in Psychological Science, 2019, 27(4): 737-747.

Figures/Tables 1

References 54

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