Capture the hearts to win the minds: cause-related marketing in Egypt
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Rana Essam Shazly [1] ; Abeer A. Mahrous [1]
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[1] Cairo University
Cairo University
Egipto
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- Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 17, Nº. 3, 2020, págs. 255-276
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
This paper aims to identify the main cause-related marketing campaign dimensions affecting consumers’ attitudes towards firms and intention to purchase on-demand ride services in Egypt. A qualitative exploratory study was conducted at first that employed in-depth interviews and one focus group with consumers of on-demand ride services. Then, a quantitative study that involves a survey-based questionnaire was used. Using a non-probability convenience sample, we collected two hundred and seventy valid questionnaires from on-demand ride service users in Cairo and Giza. The data were analyzed using structural equation modeling (Smart PLS V.3) and SPSS V.20. The results show that campaign feedback and cause involvement have a positive impact on attitude towards the firm and intention to purchase. Skepticism shows a significant negative impact on intention to purchase, and altruistic attribution has a significant impact on consumers’ attitudes towards firms. In light of this, managerial and public-policy implications are provided.
