Title: Analysing the effect of cause-related advertisement on attitude towards brand

Authors: Rajesh Poonia; Mithilesh Pandey

Addresses: Mittal School of Business, Lovely Professional University, Punjab, India ' ICFAI Business School, IFHE University, Hyderabad, India

Abstract: Consumers have been critical of the firms using a lot of natural and social resources for its growth. Firms started giving back to society by supporting certain social causes considering it as an opportunity for commercial gains and thus taking it as an investment. This social cause of the firms is propagated through the cause related advertisements. In the age of heavy media exposure, the customer tends to ignore the traditional/similar ads. Cause related ads may be useful to break the ad clutter and give headway to the said firm over its competitors. The limited awareness about the CRM ads attracts public's vulnerability to deception. The present study tries to understand the role of emotional appeal and message content and cause interest in the effectiveness of CRM ads. This effectiveness was measured for consumer attitude towards brand. Structured questionnaire method has been used in the study and a response of 244 people across the population has been recorded. Structure equation modelling with the help of Smart PLS has been used to analyse the data. The analysis shows that cause interest, content and emotional appeal, are significant for CRM advertisement effectiveness.

Keywords: cause related marketing; cause interest; advertisement; emotional appeal; content consumer attitude; brand; social cause.

DOI: 10.1504/WREMSD.2023.130617

World Review of Entrepreneurship, Management and Sustainable Development, 2023 Vol.19 No.3/4/5, pp.230 - 243

Received: 05 Jan 2020
Accepted: 27 Jan 2021
Published online: 02 May 2023 *

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