Article: The effect of cause-related marketing on the consumer purchase intention: focusing on the meditating variables (studied on clients of Ghalamchi educational services) Journal: International Journal of Business Forecasting and Marketing Intelligence (IJBFMI) 2016 Vol.2 No.3 pp.233 - 247 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. Inderscience Publishers - linking academia, business and industry through research

Title: The effect of cause-related marketing on the consumer purchase intention: focusing on the meditating variables (studied on clients of Ghalamchi educational services)

Authors: Ali Asghar Rashid; Ali Hamidizade; Mohhamad Rahim Esfidani; Hasan Zaree Matin

Addresses: Department of Business Management, Faculty of Management and Accounting, Farabi College, University of Tehran, Tehran, Iran ' Department of Public Management, Faculty of Management and Accounting, Farabi College, University of Tehran, Tehran, Iran ' Department of Business Management, Faculty of Management and Accounting, Farabi College, University of Tehran, Tehran, Iran ' Department of Public Management, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Tehran, Iran

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.

Keywords: cause-related marketing; brand attractions; company-consumer identification; moral pleasure; brand loyalty; consumer purchasing; purchase intention; educational services; Iran; structural equation modelling; SEM.

DOI: 10.1504/IJBFMI.2016.078605

International Journal of Business Forecasting and Marketing Intelligence, 2016 Vol.2 No.3, pp.233 - 247

Received: 18 Apr 2016
Accepted: 15 May 2016
Published online: 25 Aug 2016 *

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Title: The effect of cause-related marketing on the consumer purchase intention: focusing on the meditating variables (studied on clients of Ghalamchi educational services)

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