Donation Levels in Cause-Related Marketing (CRM): The Impact of Donation levels, Consumer Support and Self-Expressive Cues on Perceived Benefits and Perceived Monetary SacrificeDonation Levels in Cause-Related Marketing (CRM): The Impact of Donation levels, Consumer Support and Self-Expressive Cues on Perceived Benefits and Perceived Monetary Sacrifice
- Authors
- 박태희; 유동호
- Issue Date
- 2022
- Publisher
- 한국마케팅학회
- Keywords
- Cause-related marketing; Donation level; Consumer support; Self-expressive cues; Perceived benefits; Monetary sacrifice
- Citation
- 아시아마케팅저널, v.23, no.4, pp 13 - 27
- Pages
- 15
- Journal Title
- 아시아마케팅저널
- Volume
- 23
- Number
- 4
- Start Page
- 13
- End Page
- 27
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/61916
- Abstract
- In this study, we examine the extent to which donation level is perceived as a concept of benefit and monetary sacrifice to consumers, as well as that the extent to which it is moderated by consumer support for cause domains. In addition, we investigate the influence of self-expressive cues as a means of increasing consumers’ intention of participating in cause-related marketing (CRM) by lowering perceived monetary sacrifice. As a result of Study 1, consumers with high-level cause support perceived the donation level as a benefit, resulting in a positive effect on their intentions to participate in CRM. Conversely, consumers with low-level support perceived the donation level as monetary sacrifice. Thus, donation level had a negative effect on their participation intentions. Study 2 showed that self-expressive cues dilute the interaction effect of donation levels and consumer support. We conclude by discussing the academic and practical implications of this study.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - ETC > 1. Journal Articles
![qrcode](https://api.qrserver.com/v1/create-qr-code/?size=55x55&data=https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/61916)
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.