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Authors
Advisor(s)
Abstract(s)
Este estudo tem como principal objetivo compreender o que leva o
consumidor a querer participar em ações de marketing das causas. Desta forma
procedemos ao estudo desta estratégia de marketing através da literatura
referente a este assunto para termos um conhecimento mais aprofundado do que
é o marketing das causas e o que está nele envolvido.
Através da literatura disponível, chegamos a 6 condicionantes da intenção
de compra de produtos relacionados com o marketing das causas. Com esta
informação construímos um modelo que procura testar se as condicionantes
retiradas da literatura tinham influência a intenção dos consumidores
comprarem produtos em campanhas de marketing de causa. Foi construído um
questionário de onde se obtiveram dados que foram objeto de tratamento com
recurso a SPSS e SmartPLS.
Concluiu-se que a motivação da empresa, a congruência entre marca e causa,
a identificação do consumidor com a causa, o tipo de produto e a estrutura da
doação são de facto relevantes para a intenção de compra de produtos em
campanhas de marketing das causas. Estes resultados cimentam a literatura
existente quanto ao marketing das causas, no entanto estão mais focalizados na
população portuguesa e na geração milenais.
As empresas podem usar esta informação para melhor conduzirem as suas
futuras campanhas de marketing das causas pois desta forma já sabem qual a
melhor maneira de chegar aos consumidores.
This study has the main objective to understand what makes a consumer participate in cause-related marketing campaigns. We proceeded to study this marketing strategy through the existent literature on the subject to have a deeper understanding of what is cause-related marketing and what it comprises. Through the literature available, we learned that there are 6 determinants of consumer’s intention to purchase products involved with CrM campaigns. With this information we constructed a model that tests if the determinants found in the literature do have an impact on the intention to buy products that are involved in CrM. A survey was conducted from where we collected data that was analyse using SPSS and SmartPLS. It was concluded that company’s perceived motivation, brand-cause fit, consumer-cause identification, type of product and frame of donation were relevant when it came to purchase intention of products under CrM campaigns. These results solidify the finding from previous literature but also provide more specific information on the Portuguese population and the millennial generation. The companies can use this information to make better cause-related marketing campaigns since they now understand how to reach the consumer more successfully.
This study has the main objective to understand what makes a consumer participate in cause-related marketing campaigns. We proceeded to study this marketing strategy through the existent literature on the subject to have a deeper understanding of what is cause-related marketing and what it comprises. Through the literature available, we learned that there are 6 determinants of consumer’s intention to purchase products involved with CrM campaigns. With this information we constructed a model that tests if the determinants found in the literature do have an impact on the intention to buy products that are involved in CrM. A survey was conducted from where we collected data that was analyse using SPSS and SmartPLS. It was concluded that company’s perceived motivation, brand-cause fit, consumer-cause identification, type of product and frame of donation were relevant when it came to purchase intention of products under CrM campaigns. These results solidify the finding from previous literature but also provide more specific information on the Portuguese population and the millennial generation. The companies can use this information to make better cause-related marketing campaigns since they now understand how to reach the consumer more successfully.
Description
Keywords
Marketing das causas Intenção de compra Diferenciação de marcas Fit entre marca e causa Identificação do consumidor com a causa Tipo de produto e estrutura da doação Mecânica das ações de marketing de causas Cause-related marketing Purchase intention Brand differentiation Brand-cause fit Consumer-cause identification Type of product and frame of donation Mechanism of CrM campaigns