CAUSE-RELATED MARKETING AND CONSUMER PREFERENCES: THE ROLE OF BRAND FAMILIARITY, DONATION FRAMING, AND BRAND ATTITUDES

Öz

The success of cause-related marketing (CRM) campaigns depends on the company's ability to effectively manage a number of factors. In the existing literature, studies on which variables will yield more successful results in CRM campaign design have revealed conflicting results. This study examines effects of brand familiarity and donation framing on the effectiveness of CRM campaign (in terms of purchase intention and willingness to pay more) and the moderating role of attitude towards the brand. The study involves a 2x2 between-groups experimental design. Brand familiarity (high vs low) and donation type (direct monetary vs percentage of sales) were manipulated using vignettes.Hypotheses were tested with two-way analyses of variance and covariance. Data analyses revealed that attitude towards the brand significantly moderates the association between brand familiarity and campaign effectiveness. However, donation framing was found to exert no significant effect on campaign effectiveness. The findings are discussed, and theoretical and practical implications are presented.

Anahtar Kelimeler

• cause-related marketing
• brand familiarity
• donation framing
• attitude towards the brand
• purchase intentions

Amaca Yönelik Pazarlama ve Tüketici Tercihleri: Marka Bilinirliği, Bağış Çerçevelemesi ve Markaya Yönelik Tutumun Rolü

Öz

Amaca yönelik pazarlama kampanyalarının başarısı, firmanın pek çok değişkeni etkili bir biçimde bir araya getirmesiyle sağlanabilir. Kampanya tasarımında hangi değişkenlerin daha başarılı sonuçlar vereceğine yönelik mevcut çalışmalar çelişkili sonuçlar ortaya çıkarmıştır. Bu araştırmada, marka bilinirliği ve bağış çerçevelemesi değişkenlerinin amaca yönelik pazarlama kampanyasının başarısı (satın alma niyeti ve daha fazla ödeme isteği) üzerindeki etkisi ve bu etkide markaya yönelik tutumun düzenleyici rolü incelenmiştir. Marka bilinirliği (yüksek ve düşük) ile bağış çerçevelemesi (parasal ve oransal) değişkenleri kısa bir hikâye ile manipüle edilerek 2x2 gruplar arası deneysel bir tasarım kurgulanmıştır. Hipotezler iki yönlü varyans ve kovaryans analizleri ile test edilmiştir. Analizler sonucunda, markaya yönelik tutumun, marka bilinirliği ile kampanya başarısı arasındaki bağıntıyı anlamlı bir şekilde değiştirdiği belirlenmiştir. Ancak, bağış çerçevelemesi ile kampanya başarısı arasında anlamlı bir bağıntı saptanamamıştır. Bulgular tartışılmış, firmalara ve araştırmacılara önerilerde bulunularak çalışma tamamlanmıştır.

Anahtar Kelimeler

• amaca yönelik pazarlama
• marka bilinirliği
• bağış çerçevelemesi
• markaya yönelik tutum
• satın alma niyeti

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