The effect of cause-related marketing on the consumer purchase intention: focusing on the meditating variables (studied on clients of Ghalamchi educational services)
by Ali Asghar Rashid; Ali Hamidizade; Mohhamad Rahim Esfidani; Hasan Zaree Matin
International Journal of Business Forecasting and Marketing Intelligence (IJBFMI), Vol. 2, No. 3, 2016

Abstract: The main purpose of this research is to study the effect of cause-related marketing on the consumer purchase intention. In this regard, cause-related marketing, moral pleasure, brand attraction, company-consumer identification, brand loyalty, and purchase intentions have been considered as the variables of this study. In order to collect the research data, a researcher-developed questionnaire has been used. The statistical population consists of the clients of the Ghalamchi centre for educational services in the city of Qom (Iran). To include the sample members, a sample consisting of 360 clients is randomly selected. The research data are analysed through Structural Equation Modelling (SEM) in the Amos18. The findings revealed that cause-related marketing does not affects the consumer purchase intention. Furthermore, cause-related marketing also has effect on moral pleasure, brand attractions, and brand loyalty.

Online publication date: Thu, 25-Aug-2016

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