Moral identity centrality and cause-related marketing: the moderating effects of brand social responsibility image and emotional brand attachment

Hongwei He, Weichun Zhu, Dennis Gouran, Olivia Kolo

Research output: Contribution to journalArticle

20 Citations (Scopus)

Abstract

Cause-related marketing (CRM) is a popular hybrid marketing tool that incorporates charitable initiatives and sales promotion. CRM has strength in simultaneously encouraging consumer purchases and doing something good for the society. Drawing on the moral identity-based motivation model, this research examines how consumer MI influences consumer behavioural response to CRM. Two field experiments were conducted to test a series of hypotheses relating to the conditional effect of MI on behavioural response to CRM. Brand social responsibility image and emotional brand attachment positively moderated the relationship between consumer moral identity centrality and intention to purchase CRM sponsor brand. The findings contribute to the literature on CRM, moral identity-based motivation of consumer behaviour, and emotional brand attachment.
LanguageEnglish
Pages236-259
Number of pages24
JournalEuropean Journal of Marketing
Volume50
Issue number1/2
DOIs
Publication statusPublished - 1 Jan 2016

Fingerprint

Centrality
Cause-related marketing
Emotion
Moral identity
Moderating effect
Social responsibility
Purchase
Behavioral response
Consumer behaviour
Marketing tools
Field experiment
Sales promotion
Sponsor

Keywords

  • cause-related marketing
  • moral identity
  • emotional brand attachment
  • corporate social responsibility

Cite this

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Moral identity centrality and cause-related marketing : the moderating effects of brand social responsibility image and emotional brand attachment. / He, Hongwei; Zhu, Weichun ; Gouran, Dennis; Kolo, Olivia .

In: European Journal of Marketing, Vol. 50, No. 1/2, 01.01.2016, p. 236-259.

Research output: Contribution to journalArticle

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