본문 바로가기
KERD
논문KCI 등재

The roles of cause involvement and cause acts in a social marketing campaign

김주란
한국마케팅과학회 (Korean Scholars of Marketing Science)|2014.09|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제24권 제4호|pp. 426-440

2

조회

0

다운로드

5

인용

0

참고문헌

키워드

social marketing社会营销关联介入关联行为全球行为地方行为cause involvementcause actsact globalact local
주제분류경영학

초록

Social marketing has received considerable attention of late, and has expanded to include amarketing strategy with a social dimension. The purpose of this study is to analyze thecritical role of cause involvement and the effects of cause acts, cause fit, and causeorientations on consumers’ attitude, purchase intention, and participation intention. In particular, social marketing campaign strategies demonstrate different ways in whichorganizations are attached to the community. In the view of community attachment, causeacts include “act local” and “act global.” The current experimental study was designed toinvestigate the central questions concerning a social marketing campaign and to developtheoretical frameworks and implications of cause-involvement and cause-act effects onsocial marketing from global and local perspectives. This study offers a step forward inclarifying the moderating role of cause involvement and how consumers perceive socialmarketing campaigns to be affected by cause acts, cause fit, and cause orientations,illustrating the vital role of individual difference factors in such campaigns.

Abstract

Social marketing has received considerable attention of late, and has expanded to include amarketing strategy with a social dimension. The purpose of this study is to analyze thecritical role of cause involvement and the effects of cause acts, cause fit, and causeorientations on consumers’ attitude, purchase intention, and participation intention. In particular, social marketing campaign strategies demonstrate different ways in whichorganizations are attached to the community. In the view of community attachment, causeacts include “act local” and “act global.” The current experimental study was designed toinvestigate the central questions concerning a social marketing campaign and to developtheoretical frameworks and implications of cause-involvement and cause-act effects onsocial marketing from global and local perspectives. This study offers a step forward inclarifying the moderating role of cause involvement and how consumers perceive socialmarketing campaigns to be affected by cause acts, cause fit, and cause orientations,illustrating the vital role of individual difference factors in such campaigns.

참고문헌 (46)

  1. J. Craig Andrews, "A Framework for Conceptualizing and Measuring the Involvement Construct in Advertising Research", Journal of Advertising, 19(4), pp.27~40 (1990), Informa UK Limited[DOI]
  2. Antil, J. H., "Conceptualization and operationalization of involvement", Advances in Consumer Research, 1, pp.203~209 (1984)
  3. Karen L. Becker-Olsen, "The impact of perceived corporate social responsibility on consumer behavior", Journal of Business Research, 59(1), pp.46~53 (2006), Elsevier BV[DOI]
  4. Becker-Olsen, K., "A cross-cultural examination of corporate social responsibility marketing communications in Mexico and the United States:Strategies for global brands", Journal of International Marketing, 19, pp.30~44 (2011)
  5. Berger, I. E., "The Processing of Cause-related Marketing Claims: Cues, Biases or Motivators?", 1996 AMA Summer Educators Conference: Enhancing Knowledge Development in Marketing, 7 (1996), American Marketing Association
  6. C.B. Bhattacharya, "Consumer-Company Identification: A Framework for Understanding Consumers’ Relationships with Companies", Journal of Marketing, 67(2), pp.76~88 (2003), American Marketing Association (AMA)[DOI]
  7. Bhattacharya, C. B., "Doing better at doing good : When, why, and how consumers respond to corporate social initiatives", California Management Review, 47, pp.9~24 (2004)
  8. Campbell, M. C., "Consumer’s use of persuasion knowledge : the effects of accessibility and cognitive capacity on perceptions of an influence agent", Journal of Consumer Research, 27, pp.69~83 (2000)
  9. Shelly Chaiken, "Heuristic versus systematic information processing and the use of source versus message cues in persuasion.", Journal of Personality and Social Psychology, 39(5), pp.752~766 (1980), American Psychological Association (APA)[DOI]
  10. Creyer, E. H., "The influence of firm behavior on purchase intention: do consumers really care about business ethics?", Journal of Consumer Marketing, 14, pp.421~432 (1997)
  11. E M Steenkamp, J., "How perceived brand globalness creates brand value", Journal of International Business Studies, 34, pp.53~65 (2003)
  12. Pam Scholder Ellen, "Charitable programs and the retailer: do they mix?", Journal of Retailing, 76(3), pp.393~406 (2000), Elsevier BV[DOI]
  13. The Federation of Korean Industries, "Corporate relation white book 2012" (2012)
  14. Gasiorek, A., "The importance of involvement with a cause in a cause-brand alliance when consumers evaluate fit", Master, pp.2011
  15. Gooding, R. Z., "Interpreting event causes: the complementary role of categorization and attribution processes", Journal of Management Studies, 32, pp.1~22 (1995)
  16. Grahn, J. L., "AMA Educators’ Proceedings, Series 53", pp.67~69 (1987), American Marketing Association
  17. Grau, S. L., "Cause-related marketing (CRM): The influence of donation proximity and message-framing cues on the less-involved consumer", Journal of Advertising, 36, pp.19~33 (2007)
  18. 함선옥, "Effect of cause-related marketing for green practices in the hotel industry", Journal of Global Scholars of Marketing Science(마케팅과학연구), 22(3), pp.249~259 (2012), 한국마케팅과학회[DOI]
  19. Handelman, J. M., "Community oriented corporate social responsibility:Consumer evaluation of community attachment", Advances in Consumer Research (2003)
  20. 김은영, "Marketing mix elements influencing brand attitude strength: Global vs. domestic SPA brands", Journal of Global Scholars of Marketing Science(마케팅과학연구), 23(3), pp.263~281 (2013), 한국마케팅과학회[DOI]
  21. 김주란, "Effects of mobile direct experience on perceived interactivity and attitude toward smartphone applications", Journal of Global Scholars of Marketing Science(마케팅과학연구), 23(3), pp.282~296 (2013), 한국마케팅과학회[DOI]
  22. Kotler, P., "Social marketing: Influencing behaviors for good" (2008), Sage Publications Ltd
  23. Lafferty, B. A., "Cause-Related Marketing: Does the cause make a difference in consumers’attitudes and purchase intentions toward the product?", Advances in Consumer Research, 24(113), pp.113~ (1996)
  24. Landreth, S., "Cause Related Marketing Campaign Donation Structures: Maximizing Firm Benefit and Minimizing Consumer Mistrust", American Marketing Association Marketing and Public Policy Proceedings, 14, pp.116~119 (2004), American Marketing Association
  25. 이현주, "Environmental orientation in going green: A qualitative approach to consumer psychology and sociocultural factors of green consumption", Journal of Global Scholars of Marketing Science(마케팅과학연구), 23(3), pp.245~262 (2013), 한국마케팅과학회[DOI]
  26. Lichtenstein, D. R., "The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits", Journal of Marketing, 68, pp.16~33 (2004)
  27. MacKenzie, S. B., "The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations", Journal of Marketing Research, 23, pp.130~143 (1986)
  28. MacInnis, D. J., "Enhancing and measuring consumers’motivation, opportunity, and ability to process brand information from ads", Journal of Marketing, 55, pp.32~53 (1991)
  29. Matten, D., "Implicit’ and ‘explicit’ CSR : A conceptual framework for a comparative understanding of corporate social responsibility", Academy of Management Revie, 33, pp.404~424 (2008)
  30. "Socially conscious or selfish and materialistic?" (2007)[URL]
  31. Menon, S., "Cross-category effects of induced arousal and pleasure on the Internet shopping experience", Journal of Retailing, 78, pp.31~40 (2002)
  32. Menon, S., "Corporate sponsorships of philanthropic activities: when do they impact perception of sponsor brand?", Journal of Consumer Psychology, 13, pp.316~327 (2003)
  33. Meyers-Levy, J., "Schema congruity as a basis for product evaluation", Journal of Consumer Research, 16, pp.39~54 (1989)
  34. Okazaki, S., "Advertising standardization’s positive impact on the bottom line : a model of when and how standardization improves financial and strategic performance", Journal of Advertising, 35, pp.17~33 (2006)
  35. Oliver, C., "Strategic responses to institutional processes", Academy of Management Review, 16, pp.145~179 (1991)
  36. 박진아, "Consumer Behavior in Green Marketing for Luxury Brand: A Cross-Cultural Study of US, Japan and Korea", Journal of Global Scholars of Marketing Science(마케팅과학연구), 20(4), pp.318~332 (2010), 한국마케팅과학회[DOI]
  37. 박성연, "Exploring the normative influences of social norms on individual environmental behavior", Journal of Global Scholars of Marketing Science(마케팅과학연구), 22(2), pp.183~194 (2012), 한국마케팅과학회[DOI]
  38. Petty, R. E., "Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses", Journal of Personality and Social Psychology, 37, pp.1915~1926 (1979)
  39. Ross, J. K., "Consumer perceptions of organizations that use cause-related marketing", Journal of the Academy of Marketing Science, 20, pp.93~97 (1992)
  40. Rozensher, S., "The Growth Of Cause Marketing : Past, Current, And Future Trends", Journal of Business & Economics Research, 11, pp.181~185 (2013)
  41. Samu, S., "The effect of fit and dominance in cause marketing communications", Journal of Business Research, 62, pp.432~440 (2009)
  42. Siegel, D. S., "Green management matters only if it yields more green : An economic", strategic perspective, 2009, pp.23, 5~16
  43. Smith, S. M., "Cause marketing : A new direction in the marketing of corporate responsibility", Journal of Consumer Marketing, 8, pp.19~35 (1991)
  44. Varadarajan, P. R., "Cause-related marketing : A coalignment of marketing strategy and corporate philanthropy", Journal of Marketing, 52, pp.58~74 (1988)
  45. Webb, D. J., "A typology of consumer responses to cause-related marketing : from skeptics to socially concerned", Journal of Public Policy Marketing, 17, pp.226~238 (1998)
  46. Zaichkowsky, J. L., "Measuring the involvement construct", Journal of Consumer Research, 12, pp.341~352 (1985)

관련 논문AI추천

The impact of consumers’ choice and perceptions of interactivity on social responsibility campaigns through social media김주란, 이기훈한국광고PR실학회 · 광고PR실학연구2016 · 제9권 제4호공익에 대한 소비자의 지각과 태도가 공익관련 마케팅캠페인에 대한 소비자태도에 미치는 영향에 관한 연구이은영한국유통과학회 · 유통과학연구2013 · 제11권 제12호Effect of cause-related marketing for green practices in the hotel industry최영균, 함선옥한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2012 · 제22권 제3호Donation Levels in Cause-Related Marketing (CRM): The Impact of Donation levels, Consumer Support and Self-Expressive Cues on Perceived Benefits and Perceived Monetary Sacrifice박태희, 유동호한국마케팅학회 · 아시아마케팅저널2022 · 제23권 제4호Cause-Related Marketing in the Fashion Industry: The Role of Consumer Identification이지영, Kim K. P. Johnson한국의류산업학회 · 한국의류산업학회지2014 · 제16권 제5호Is a Cause-Related Self-Prevention Campaign a Good CSR Strategy?: Effects of Negative Social Acceptance and Consumer Attitude on Biased Evaluations박지혜한국마케팅학회 · 아시아마케팅저널2017 · 제19권 제2호

이 간행물의 다른 논문 (6건)

Consumer motivations to disclose information and participate in commercial activities on FacebookMark Ngpp. 365-383Korean consumer perspectives on social media advertising and intention to join brand pages김종훈, Alexander Muk, Christina Chungpp. 384-394Cosmetic buying behavior: examining the effective factorsKayhan Tajeddini, Jeanette Nahaleh Nikdavoodipp. 395-410A decision model development for crowdsourcing in the fashion industry송상아, 전은하, 고은주pp. 411-425Mediating effect of store attachment in formation of store emotions and patronage through art and culture sponsorship in retailing신종국, 박민숙pp. 441-452
원문 보기