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AN EVALUATION OF CAUSE-RELATED MARKETING AND A SCALE DEVELOPMENT APPLICATION

Year 2018, Volume: 5 Issue: 1, 1 - 24, 31.01.2018

Abstract

This study was conducted to develop a consumer driven scale for factors which have an effect on the tendency to participate in cause-related marketing campaigns. After detailed analysis, a scale was developed with 10 dimensions. Scale assessment was done based on a sample (n= 451) which was retained by convenience sampling methodology. The analysis process is as follows: Data analysis and normal distribution analysis for sample, explanatory factor analysis, reliability and validity analysis for explanatory factor analysis, confirmatory factor analysis, validity and reliability analysis for confirmatory factor analysis, and structural equation modeling. According to the research, scale which was developed contains factors as follows: brand cause fit, masculinity / femininity, uncertainty avoidance, willingness to help others, individualism, cause familiarity, brand image, brand familiarity, and willingness to participate in campaigns. This study aims to be a base for future research related to the factors which were developed. 

References

  • AAKER, J. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34 (3), 347-356, Date: December,27, 2015, AMA Database. ALPTEKİN, D. (2011). Toplumsal Aidiyet ve Gençlik: Üniversite Gençliğinin Aidiyeti Üzerine Sosyolojik Bir Araştırma. PhD Thesis. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Yayınları. ALTUNIŞIK, R.; COŞKUN, R.; BAYRAKTAROĞLU and S. YILDIRIM, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri. Sakarya, Sakarya Yayıncılık, 7th Press. BAŞUSTA, N. B. and GELBAL, B. (2015). Gruplararası Karşılaştırmalarda Ölçme Değişmezliğinin Test Edilmesi: PISA Öğrenci Anketi Örneği. Hacettepe Üniversitesi Eğitim Bilimleri Fakültesi Dergisi, 30 (4), 80-90, 2015. BÜYÜKÖZTÜRK, Ş. (2002). Faktör Analizi: Temel Kavramlar ve Öçek Geliştirmede Kullanımı. Kuram ve Uygulamada Eğitim Yonetimi, 32, 470-481. CACİOPPO, J. T. and PETTY, R. E (1982). The Need for Cognition, Journal of Personality and Social Psychology, 42(1), 116-131. COSTELLO, A. B. and OSBORNE, W. (2005). Best Practices in Exploratory Factor Analysis: Four Recommendations for Getting the Most From Your Analysis. Practical Assessment, Research & Evaluation, 10 (7). DLACİC, J. and KEZMAN, E. (2014). Exploring Relationship Between Brand Equity and Customer Loyalty on Pharmaceutical Market. Economic&Business Review, 16(2), 121-131. FREEDMAN, J. L.; SEARS, D. O. AND CARLSMITH, J. M. (1976). Social Psychology, USA, Prentice- Hill. HAIR, J. F. BLACK, W. C. BABIN, W. J. and ANDERSON, R. E. Multivariate Data Analysis, USA, Pearson New International Edition, 7. Press. HOFSTEDE, G. (2011). Cross-Cultural Consumer Behavior: A Review of Research Findings. Journal of International Consumer Marketing. 23, 181-92. KELLER, K.L. (1998). Branding Perspectives on Social Marketing, Consumer Research, 25, 299-302. KERR, H. A. and DAS, N. (2013). Thinking About Fit and Donation Format in Cause Marketing: The Effects of Need for Cognition. The Journal of Marketing Theory&Practise, 21(1), 103-112. KOLTKO-RIVERA, M.E. (2006). Rediscovering the Later Version of Maslow’s Hierarchy of Needs: Self Transcendence and Opportunities for Theory, Research and Unification. Review of General Psychology, 10 (4), 302-317. LIU, G. (2012). Impacts of Instrumental Versus Relational Centered Logic on Cause-Related Marketing Decision Making. Journal of Business Ethics,113, 243-263. MASLOV, A. H. (1987). Motivation and Personality, USA, Longman. 3rd Press. MUCUK, İ. (2012). Pazarlama İlkeleri ve Örnek Olaylar. İstanbul. Türkmen Kitabevi. 14th Press.

AN EVALUATION OF CAUSE-RELATED MARKETING AND A SCALE DEVELOPMENT APPLICATION

Year 2018, Volume: 5 Issue: 1, 1 - 24, 31.01.2018

Abstract

This study was conducted to develop a consumer driven scale for factors which have an effect on the tendency to participate in cause-related marketing campaigns. After detailed analysis, a scale was developed with 10 dimensions. Scale assessment was done based on a sample (n= 451) which was retained by convenience sampling methodology. The analysis process is as follows: Data analysis and normal distribution analysis for sample, explanatory factor analysis, reliability and validity analysis for explanatory factor analysis, confirmatory factor analysis, validity and reliability analysis for confirmatory factor analysis, and structural equation modeling. According to the research, scale which was developed contains factors as follows: brand cause fit, masculinity / femininity, uncertainty avoidance, willingness to help others, individualism, cause familiarity, brand image, brand familiarity, and willingness to participate in campaigns. This study aims to be a base for future research related to the factors which were developed. 

References

  • AAKER, J. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34 (3), 347-356, Date: December,27, 2015, AMA Database. ALPTEKİN, D. (2011). Toplumsal Aidiyet ve Gençlik: Üniversite Gençliğinin Aidiyeti Üzerine Sosyolojik Bir Araştırma. PhD Thesis. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Yayınları. ALTUNIŞIK, R.; COŞKUN, R.; BAYRAKTAROĞLU and S. YILDIRIM, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri. Sakarya, Sakarya Yayıncılık, 7th Press. BAŞUSTA, N. B. and GELBAL, B. (2015). Gruplararası Karşılaştırmalarda Ölçme Değişmezliğinin Test Edilmesi: PISA Öğrenci Anketi Örneği. Hacettepe Üniversitesi Eğitim Bilimleri Fakültesi Dergisi, 30 (4), 80-90, 2015. BÜYÜKÖZTÜRK, Ş. (2002). Faktör Analizi: Temel Kavramlar ve Öçek Geliştirmede Kullanımı. Kuram ve Uygulamada Eğitim Yonetimi, 32, 470-481. CACİOPPO, J. T. and PETTY, R. E (1982). The Need for Cognition, Journal of Personality and Social Psychology, 42(1), 116-131. COSTELLO, A. B. and OSBORNE, W. (2005). Best Practices in Exploratory Factor Analysis: Four Recommendations for Getting the Most From Your Analysis. Practical Assessment, Research & Evaluation, 10 (7). DLACİC, J. and KEZMAN, E. (2014). Exploring Relationship Between Brand Equity and Customer Loyalty on Pharmaceutical Market. Economic&Business Review, 16(2), 121-131. FREEDMAN, J. L.; SEARS, D. O. AND CARLSMITH, J. M. (1976). Social Psychology, USA, Prentice- Hill. HAIR, J. F. BLACK, W. C. BABIN, W. J. and ANDERSON, R. E. Multivariate Data Analysis, USA, Pearson New International Edition, 7. Press. HOFSTEDE, G. (2011). Cross-Cultural Consumer Behavior: A Review of Research Findings. Journal of International Consumer Marketing. 23, 181-92. KELLER, K.L. (1998). Branding Perspectives on Social Marketing, Consumer Research, 25, 299-302. KERR, H. A. and DAS, N. (2013). Thinking About Fit and Donation Format in Cause Marketing: The Effects of Need for Cognition. The Journal of Marketing Theory&Practise, 21(1), 103-112. KOLTKO-RIVERA, M.E. (2006). Rediscovering the Later Version of Maslow’s Hierarchy of Needs: Self Transcendence and Opportunities for Theory, Research and Unification. Review of General Psychology, 10 (4), 302-317. LIU, G. (2012). Impacts of Instrumental Versus Relational Centered Logic on Cause-Related Marketing Decision Making. Journal of Business Ethics,113, 243-263. MASLOV, A. H. (1987). Motivation and Personality, USA, Longman. 3rd Press. MUCUK, İ. (2012). Pazarlama İlkeleri ve Örnek Olaylar. İstanbul. Türkmen Kitabevi. 14th Press.
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Details

Primary Language English
Journal Section Articles
Authors

Yakup Akgül

Ayşe Akyol This is me

Publication Date January 31, 2018
Published in Issue Year 2018 Volume: 5 Issue: 1

Cite

APA Akgül, Y., & Akyol, A. (2018). AN EVALUATION OF CAUSE-RELATED MARKETING AND A SCALE DEVELOPMENT APPLICATION. Journal of Life Economics, 5(1), 1-24.