Cause Related Marketing Campaign Trust and Readiness to Donate to Non-Profit Organizations
Dr. Sunil Kumar Das Bendi
Cause Related Marketing, Trust, Non-Profit Organizations
Cause-related marketing (CRM) is marketing that supports a cause associated with a non-profit organisation (NPO). The current study explores the impact of consumer psychographic features on trust in CRM campaigns and subsequent intent to donate to NPOs. The results show that collectivism and hedonism increase trust in CRM campaigns, but individualism and utilitarianism decrease trust. Also, trust in the CRM campaign has a beneficial effect on donation intentions. We explored the function of cognitive process and found that creativity has a moderating effect on the relationship between trust in CRM campaigns and contribution intentions, with higher levels of creativity leading to higher donation intentions. This study helps marketers and advertisers create efficient CRM campaigns. It also helps NPO administrators understand the importance of trust and creativity in CRM efforts and how it affects contribution intentions. The academic and managerial ramifications of this research work are examined. Trust is a crucial factor of financial support for NPOs and is critical for long-term relationships, according to this study's findings. Trust in CRM campaigns and originality are important to NPO administrators since they influence contribution intention. Thus, the current empirical study helps charities get donations and helps advertising managers create CRM campaigns for their target market. This study advances the present creativity literature by establishing the effect of creativity in CRM.
Article Details
Unique Paper ID: 155285

Publication Volume & Issue: Volume 9, Issue 1

Page(s): 502 - 508
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