The role of brand/cause fit in the effectiveness of cause-related marketing campaigns

Article Abstract:

The impact of cause-related marketing (CRM) on consumer perceptions of the sponsoring brand or firm is addressed, and the individual differences in attitudes toward charitable organizations and attitudes toward helping others are examined. It was found that the value of CRM does not justify its cost, at least in terms of short-term sales, thus implications for the selection of optimal donation levels for CRM campaigns are discussed.

Advertising, Advertising and Related Services, Public Sector Advertising, Public service advertising

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Who buys American alligator? Predicting purchase intention of a controversial product

Article Abstract:

Consumers' perceptions of and attitudes toward the controversial product, American alligator leather accessories, were determined and the variables influencing consumers' purchase intention of the product were evaluated using the theory of reasoned behavior. Influence variables evaluated included attitude toward product, subjective norm, involvement, controversy perceptions, price perception and demographics.

Forecasts, trends, outlooks, LEATHER AND LEATHER PRODUCTS, Forecasts and trends, Market trend/market analysis, Leather industry

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The evolution of qualitative research in consumer behavior

Article Abstract:

A response to an invitation to prepare a 'heritage assessment' for presentation to the International Research Seminar at La Londe les Maures in June 1999 is presented. It focuses on the two themes, intellectual battling and intellectual cycling especially with reference to the role of qualitative research.

Market Research, Market Research & Product Development, Marketing research

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