Give Goods or Give Money? The Influence of Cause-Related Marketing Approach on Consumers' Purchase Intention.

ABSTRACT: With the progress of social and improvement of public awareness, the demand for enterprises to participate in a social welfare cause is increasing. A company can directly support corporate social responsibility issues through cause-related marketing (CRM) approaches, for example, by donating part of the proceeds from product sales (i.e., buy-one give-money or BOGM) or simply by donating their products (i.e., buy-one give-one or BOGO). Previous research has only discussed the impact of one of these CRM approaches on customers in one study. This research compared the effect of these two approaches on the purchase intention of consumers. Experiment 1 demonstrated that, for practical products, the purchase intention of BOGO (vs. BOGM) was higher, while for hedonic products, the purchase intent

SUBMITTER: Ye S 

PROVIDER: S-EPMC7862132 | biostudies-literature | 2020

REPOSITORIES: biostudies-literature