Browsing by Author "Odendaal, Yanke"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
- ItemThe influence of non-profit visual and verbal communication cues in cause-related marketing on consumer attitudes and intentions(Stellenbosch : Stellenbosch University, 2021-12) Odendaal, Yanke; Human-Van Eck, Debbie; Stellenbosch University. Faculty of Economic and Management Sciences. Dept of Business Management.ENGLISH SUMMARY: Cause-related marketing is a transaction-based approach characterised by an offer from a firm to make a contribution to a donation recipient when consumers purchase a particular cause-linked product. Cause-related marketing campaigns are developed from various campaign structural elements. Such elements include the product featured in the campaign, the donation promised and the donation recipient (usually a non-profit organisation or cause). Research has indicated that consumers are generally positive toward cause-related marketing and that campaign structural elements exert both an independent and interactive influence on consumer responses. Given the amount of possible campaign structural elements, the range of their possible combinations, the simplicity of some previous research and the background of cause-related marketing, further inquiry into the influence of these elements on consumer responses have been recommended. The current study responded to this call for research. The purpose of the research was to explore South African income-earning consumers’ knowledge and opinions about cause-related marketing, and to explore the independent and interactive influence of selected campaign structural elements on consumer responses. The primary research was conducted by means of qualitative focus groups and a quantitative 3 X 2 between subjects factorial experiment. The study adopted a communications-based approach and therefore focused on the campaign structural elements that are typically communicated to consumers as part of a cause-related marketing offer. The campaign structural elements that were investigated as independent variables in this study were verbal cues related to the non-profit organisation (positive; negative; and none) and visual cues related to the non-profit organisation (positive; negative). Both verbal and visual cues related to the non-profit organisation as the donation recipient have received limited attention within the cause-related marketing research arena, whilst previous verbal and visual cue portrayal findings have been indicative that their influence often occur in interaction with other elements. As previous studies focused widely on cause-related marketing outcomes derived from the campaign, the purpose of this research was to investigate those consumer responses pertaining to the communicated campaign itself. Research indicated that the consumer responses that exert the most determinant influence on cause-related marketing effectiveness are attitudes and behavioural intentions. Given this knowledge, attitude toward the brand featured in the cause-related marketing offer, attitude toward the non-profit organisation featured in the cause-related marketing offer, attitude toward the cause-related marketing advertisement, cognitive and affective attitude toward the communicated cause-related marketing offer, attitude toward the alliance featured in the offer, purchase intention, and participation intention were investigated as dependent variables along with the firm’s perceived firm motives for participating in cause-related marketing. The qualitative research revealed that South African consumers are positive toward cause-related marketing and that they prefer positive prosocial campaign messaging. The experiment confirmed that campaign structural elements exert significant interactive and independent influences on consumer attitudes and intentions. A positive non-profit organisation visual communication cue and negative or no nonprofit organisation verbal communication cue were found to have the most positive impact on consumer responses. The main implication of these results highlight how positive and negative visual and verbal communication cues could affect consumer attitudes and intentions toward CAREM campaigns.