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Cause-related marketing in online environment: the role of brand-cause fit, perceived value, and trust

2020Journal article Open access
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dc.contributor.authorSilva, Susana Costa e
dc.contributor.authorDuarte, Paulo
dc.contributor.authorMachado, Joana César
dc.contributor.authorMartins, Carla
dc.date.accessioned2020-03-17T16:04:18Z
dc.date.available2020-03-17T16:04:18Z
dc.date.issued2020
dc.description.abstractThis article explores how cause-related marketing influences consumer response in an online environment, by analyzing the relationships between consumers’ perceptions of Cause-related Marketing (CrM) and their behavioral intentions toward an online store. Data was collected through an experiment using a sample of Portuguese respondents focusing on the effects of the cause–brand fit and consumer–cause identification on online stores perception and purchase intention. Structural equation modeling was used to analyze the data. The results show that consumer–cause identification has a positive impact on perceived value and that the relationship is moderated by brand–cause fit but it does not influence online purchase intention. Brand–cause fit was shown to have a positive influence on trust and online purchase intention, which is also impacted by perceived value. Trust was found to be a predictor of perceived value but not of the online purchase intention. The main contributions of the findings include the improved understanding of the importance of the fit to consumer’s perception and efficacy for online cause-related marketing campaigns.pt_PT
dc.description.versioninfo:eu-repo/semantics/acceptedVersionpt_PT
dc.identifier.citationSilva, S. C., Duarte, P., Machado, J. C., Martins, C. (2019). Cause-related marketing in online environment: the role of brand-cause fit, perceived value, and trust. International Review on Public and Nonprofit Marketingpt_PT
dc.identifier.doi10.1007/s12208-019-00237-zpt_PT
dc.identifier.eid85075892929
dc.identifier.eissn1865-1992
dc.identifier.urihttp://hdl.handle.net/10400.14/29999
dc.identifier.wos000534953500001
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherSpringerpt_PT
dc.subjectOnline cause-relatedmarketingpt_PT
dc.subjectBrand–cause fitpt_PT
dc.subjectConsumer–cause identificationpt_PT
dc.subjectConsumer trustpt_PT
dc.subjectPerceived valuept_PT
dc.subjectOnline purchase intentionpt_PT
dc.subjectConsumer behaviorpt_PT
dc.titleCause-related marketing in online environment: the role of brand-cause fit, perceived value, and trustpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage157
oaire.citation.issue2
oaire.citation.startPage135
oaire.citation.titleInternational Review on Public and Nonprofit Marketingpt_PT
oaire.citation.volume17
person.familyNameSilva
person.familyNameDuarte
person.familyNameCésar Machado
person.givenNameSusana C.
person.givenNamePaulo
person.givenNameJoana
person.identifierE-2200-2014
person.identifier.ciencia-id5818-1A55-F727
person.identifier.ciencia-id6211-A867-20E2
person.identifier.orcid0000-0001-7979-3944
person.identifier.orcid0000-0001-8449-5474
person.identifier.orcid0000-0003-3798-5299
person.identifier.ridE-2200-2014
person.identifier.ridB-3914-2011
person.identifier.scopus-author-id37076829400
person.identifier.scopus-author-id25824785800
person.identifier.scopus-author-id55115340800
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication42214927-65c3-42a2-98ea-ae8c3a3eae19
relation.isAuthorOfPublicationcac5c148-c5c2-4303-9261-1cca1c107bbd
relation.isAuthorOfPublication1b96dd7b-e8b3-4d0a-8174-03048a593dff
relation.isAuthorOfPublication.latestForDiscovery1b96dd7b-e8b3-4d0a-8174-03048a593dff

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