The Impact of Consumer Evaluation on the Cause-Related Marketing

Cause‐related marketing (CRM) is one of the most relevant corporate social responsibility (CSR) initiatives nowadays and is being employed by numerous brands across product categories. The most important characteristics are (1) there is a link between a for-profit business and a non-profit organization (NPO) in order to support a social cause and (2) corporate donation is conditioned by sales, that is, CRM ultimately depends on consumer behavior. In this chapter, we focus on CRM programs carried out in a digital context. Thus, our aim is to understand their fundamental features and the main digital technologies used. Our findings show a massive use of digital technologies in CRM campaigns. Different digital tools are currently combined in the same program, complementing them with conventional mass media. The main advantages of this combination are a quick diffusion of the CRM programs, and a global impact.

Cause-related marketing (CRM) is a marketing program that closely relates to corporate social responsibility. The increasing popularity of CRM has led many researchers to investigate effective CRM campaign strategies. This study employs an experimental design with a factorial design to assess the impact of time duration, proximity, and congruence on brand attitudes and intentions. The study was conducted with college students from two cities in Indonesia, and statistical analyses, including t-tests and regression, were utilized. The results indicate that respondents' attitudes vary with respect to time duration and congruence, and attitudes towards brands related to CRM programs positively affect intentions. Therefore, marketers should consider the attributes of CRM, such as duration and congruence, to ensure that the program is accepted by consumers.

As cause-related marketing (CRM) is becoming an increasingly integral part of corporate social responsibility activities and promotion plans, many researchers have studied what determines the effectiveness of cause-related marketing activities. One of the factors past research paid much attention to in this regard is the fit between the brand and cause. Previous studies have demonstrated that a high brand-cause fit generally improves consumer attitude toward company, increases purchase intent and brand loyalty. However, few recent studies show that a high brand-cause fit may backfire in some circumstances. This research aims to investigate when and why a high brand-cause fit backfires. In this regard, this research focuses on the role of important but understudied concept of consumer-cause fit. Based on a multi-dimensional perspective of self-concept (Sirgy,1982), this research defines and measures consumer-cause fit with respect to multiple dimensions of a consumer’s self-concept. Then, a series of experiments shows how the congruence between images of a cause, a consumer’s ideal and actual self-concept, and images of a brand will interact to moderate, in some cases even reverse, the relationship between brand-cause fit and consumer responses to a cause-related marketing campaign.

This primary objective of the present work is to understand the relationship between Skepticism and Patronage Intention, and to check the mediating and moderating impact of Satisfaction and Religiosity on the same, with focus on Cause-Related Marketing (CRM). In the present study, SPSS 21 and AMOS were used to analyse the quantitative data and test moderation and mediation effect. The findings of the study confirm the mediation and moderation effect of Satisfaction and Religiosity on Skepticism→Patronage Intention. The findings of the study would help academicians and marketers. Academicians will be enriched by the knowledge of the antecedents and moderated and mediated variables and their differential impacts on Skepticism, drawing from the Attribution Theory. The Company and Policy Maker will be benefitted by the knowledge of factors that can lower Skepticism and enhance Satisfaction hence they are recommended to consider them before devising a suitable CRM activity. To the best of our knowledge, no such studies were being made in the Indian context and the study makes original contribution to the existing literature.

PurposeThis study aims to examine how consumers perceive the persuasion intent and sincerity of brand messages differently and to what extent the advertised brand sounds opportunistic within the context of a crisis, depending on what the message offers.Design/methodology/approachIn Study 1 (N = 163), the brand messages were manipulated in terms of control (an empathetic claim only), monetary reward (with a discount offer) and cause-related marketing (CRM) conditions. In Study 2 (N = 150), the message effects were replicated using a different product category. In Study 3 (N = 216), the three brand messages were examined under high vs low involvement conditions.FindingsThe results revealed a linear decrease in negativity in consumer responses when the brand message offers CRM activity, followed by one that offers a discount. It was also found that the monetary reward message was perceived to have greater persuasion intent and be more opportunistic than other message types under low involvement, whereas such effects disappeared under high involvement. Conversely, the CRM message was perceived to have greater persuasion intent and be more opportunistic under high involvement (vs low).Originality/valueAmidst the global economic impact and corporate landscape changes, there is limited understanding of consumer responses to crisis-related brand messages. Rooted in the attribution theory and the persuasion knowledge model, this study fills the gap by examining how consumers assess the underlying motives of different message types and perceive brands as taking advantage of the crisis situation.

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 intention of BOGM (vs. BOGO) was higher. More importantly, we found a potential mechanism – perceived helpfulness – that drives our main effect. Experiment 2 revealed that the different statement order of charity information and product information in advertising can moderate the main effect. The research also provides several implications and insight into how companies can make donations while winning more customers’ willingness to pay, thus encouraging more companies to fulfill their corporate social responsibility.

The article explores the methodological foundations of developing digital marketing strategies in conditions of uncertainty, with particular attention to the challenges faced by Ukrainian businesses during wartime and economic instability. The relevance of the study lies in the need to adapt strategic marketing approaches to the VUCA environment characterized by volatility, uncertainty, complexity, and ambiguity where traditional models no longer offer sufficient flexibility. The research reviews theoretical literature on strategic planning in unstable environments and identifies key principles for effective digital marketing strategy development, including agility, data-driven decision-making, customer-centricity, proactiveness, and iterative planning. It outlines methodological approaches such as scenario-based planning, effectuation logic, and hybrid models combining long-term vision with flexible execution. The study integrates examples from Ukrainian enterprises that successfully navigated wartime uncertainty by transitioning to online communication, reconfiguring marketing tactics, engaging in cause-related marketing, and expanding through omnichannel and socially responsible strategies. A special focus is placed on the growing role of social media, digital loyalty programs, and AI-based analytics in sustaining marketing effectiveness. The article also considers emerging global trends such as personalization, automation, ethical branding, and content diversification, that shape digital marketing in turbulent times. The authors emphasize the strategic importance of building internal resilience, fostering innovation, and embedding real-time data monitoring into the marketing process. Recommendations are provided for business practitioners on how to structure adaptive and resilient marketing systems capable of withstanding shocks and capturing new opportunities under uncertainty. The study contributes to the broader discourse on marketing transformation by linking methodological theory with practical lessons from crisis-affected markets.

Linking molecular composition to proton and copper binding ability of fulvic acid: A theoretical modeling approach based on FT-ICR-MS analysis

Due to increasing environmental and regulatory concerns, many traditional solvents used in agricultural applications are currently under scrutiny. The agricultural industry needs to find alternative solvents that are environmentally friendly while continuing to deliver traditional solvent performance. A theoretical approach based on Hansen solubility parameters is described to screen potential new solvents using molecular modeling. In order to correlate theoretical data, experimental solubility data was developed for a number of agro active ingredients representing several different chemical classes. Experimental data results partially supported the theoretical approach used in this study. A trend was observed that can be used to select potential new solvents. A number of lead candidates were defined for further investigation.

Experimental, theoretical and numerical modelling of the deterioration and failure process of sandstones subject to freeze–thaw cycles

Medium to low resolution (1-50 km) active microwave sensors such as spaceborne scatterometers and wide-swath mode SAR have great potential as tools for long term monitoring over land and ice. Their large area coverage and low cost make them ideal for measuring mesoscale land surface changes. One approach to the interpretation of such data is to employ a modeling approach whereby the backscatter model can be inverted to estimate some representative surface parameters. However, to optimize this method it is necessary to use scattering models that are applicable to large (> 1 km) footprints that inevitably contain a range of surface characteristics. This paper investigates the validity of a number of surface scattering models for such a task. The investigation is carried out both from a theoretical modeling approach as well as through comparison to real data from the ERS scatterometer over non-vegetated areas. Modified models that incorporate surface heterogeneity through probability distributions are also introduced. It will be shown than the ERS scatterometer data are better represented using these modified models than the standard theoretical models. Good results are also obtained using the semi-empirical model by Oh et al. that seems to incorporate for the target heterogeneity.

Numerous conceptual frameworks have been developed to understand how community-based participatory research (CBPR) partnerships function, and multiple measurement approaches have been designed to evaluate them. However, most measures are not validated, and have focused on new partnerships. To define and assess the meaning of success in long-standing CBPR partnerships, we are conducting a CBPR study, Measurement Approaches to Partnership Success (MAPS). In this article we describe the theoretical underpinnings and methodological approaches used. The objectives of this study are to 1) develop a questionnaire to evaluate success in long-standing CBPR partnerships, 2) test the psychometric qualities of the questionnaire, 3) assess the relationships between key variables and refine the questionnaire and theoretical model, and 4) develop mechanisms and a feedback tool to apply partnership evaluation findings. Methodological approaches have included: engaged a community-academic national Expert Panel; conducted key informant interviews with Expert Panel; conducted a scoping literature review; conducted a Delphi process with the Expert Panel; and revised the measurement instrument. Additional methods include: conduct cognitive interviews and pilot testing; revise and test final version of the questionnaire with long-standing CBPR partnerships; examine the reliability and validity; analyze the relationship among variables in the framework; revise the framework; and develop a feedback mechanism for sharing partnership evaluation results. Through the application of a theoretical model and multiple methodological approaches, the MAPS study will result in a validated measurement instrument and will develop procedures for effectively feeding back evaluation findings in order to strengthen authentic partnerships to achieve health equity.

Theoretical modeling approaches have made important contributions to research in the biological sciences, including the microcirculation, and their value is increasingly recognized. However, misconceptions about the nature and role of theoretical models persist, and such work is often presented in a way that does not maximize its value, especially for scientists who are not themselves using such models. In this review, a categorization of models as phenomenological, qualitative conceptual, quantitative conceptual, or predictive is proposed, and the characteristics of each type are discussed. Recommendations are made for the presentation of models and for the future development of modeling approaches. The concepts discussed are generally applicable to the theoretical modeling of biological systems and are illustrated by using examples of modeling in microcirculation research.

기업은 사회적 책임 경영을 통해 이미지를 제고하고, 사회 환원의 목표를 달성하고, 변화해가는 소비자들의 가치를 반영하기 위해 적극적인 활동을 펼치고 있다. 대표적 활동으로 공익연계 마케팅을 꼽을 수 있으며, 공익연계 마케팅에 대한 긍정적인 효과와 더불어 문제점도 함께 제시되고 있다. 이에 공익연계 마케팅의 단점 및 부정적인 평가를 낮추고, 처음 취지에 맞는...

This paper presents the development of a theoretical modeling strategy to be used in the design of flexible ultrasonic transducer arrays. These new types of array device are intended for those applications where surface conformity is desirable. Such array structures allow much more efficient and effective coupling of acoustic energy between the transducer and test specimen than would have been otherwise possible with an equivalent rigid device. The objective of this work is to provide the transducer designer with a set of design tools that will permit the analysis of different material configurations and various transmit-receive aperture designs. Linear systems modeling is used to evaluate, and consequently optimize, the transduction performance, while a surface scattering model has been developed to facilitate the analysis of different transmit-receive aperture configurations. A theoretical modeling approach for flexible arrays is developed and where necessary, the validity confirmed by experimental measurement.