Cause-Related Marketing in the Fashion Industry: The Role of Consumer Identification
2
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Customer-company (C-C) identification is the perceived fit between the identities of a consumer and an organization. If a consumer identifies with a company that places a high priority on being socially responsible, a consumer whoalso values social responsibility may support and patronize that business because of the link between something that isimportant to both them and the company. Because C-C identification may explain the success of cause-related marketing(CRM) in the fashion industry, we investigated the effect of an image resulting from CRM on ratings of brand attributes(e.g., distinctiveness, credibility, attractiveness), identification with the brand, attitude toward the brand, and customer loyalty. Participants also responded to open-ended questions reflecting their rationale for their ratings of brand attributes. Data were collected from a convenience sample of undergraduates (n = 228) enrolled at Midwestern University in theU.S. Structural equation modeling revealed that as ratings of the social responsibility of the cause-related marketing effortincreased so did perceptions of the brand’s distinctiveness, credibility, and attractiveness. Participants identified with abrand when they rated the brand as attractive. Participants’ identification with a brand had a significant impact on attitudestoward the brand and customer loyalty (e.g., purchase intention, willingness to spread positive word-of-mouth). Contentanalyses of open-ended responses supported the idea that brand images stemming from CRM exert an important influenceon consumer’s ratings of brand attributes. Fashion marketers interested in cause-related marketing will find successwith efforts that increase customer identification.
Abstract
Customer-company (C-C) identification is the perceived fit between the identities of a consumer and an organization. If a consumer identifies with a company that places a high priority on being socially responsible, a consumer whoalso values social responsibility may support and patronize that business because of the link between something that isimportant to both them and the company. Because C-C identification may explain the success of cause-related marketing(CRM) in the fashion industry, we investigated the effect of an image resulting from CRM on ratings of brand attributes(e.g., distinctiveness, credibility, attractiveness), identification with the brand, attitude toward the brand, and customer loyalty. Participants also responded to open-ended questions reflecting their rationale for their ratings of brand attributes. Data were collected from a convenience sample of undergraduates (n = 228) enrolled at Midwestern University in theU.S. Structural equation modeling revealed that as ratings of the social responsibility of the cause-related marketing effortincreased so did perceptions of the brand’s distinctiveness, credibility, and attractiveness. Participants identified with abrand when they rated the brand as attractive. Participants’ identification with a brand had a significant impact on attitudestoward the brand and customer loyalty (e.g., purchase intention, willingness to spread positive word-of-mouth). Contentanalyses of open-ended responses supported the idea that brand images stemming from CRM exert an important influenceon consumer’s ratings of brand attributes. Fashion marketers interested in cause-related marketing will find successwith efforts that increase customer identification.
참고문헌 (36)
- Andrews, M., "Cause marketing effectiveness and the moderating role of price discounts", Journal of Marketing, Advance online publication (2014)[DOI]
- Barone, M., "Consumer response to retailer use of cause-related marketing: is more fit better?", Journal of Retailing, 83(4), pp.437~445 (2007)
- Becker-Olsen, K., "The impact of sponsor fit on brand equity: The case of nonprofit service providers", Journal of Academic Marking Science, 9(1), pp.73~83 (2006)
- Bergami, M., "Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization", The British Journal of Social Psychology, 39(4), pp.555~577 (2000)
- Bhattacharya, C. B., "Consumer−company identification: A framework for understanding consumers' relationships with companies", Journal of Marketing, 67(2), pp.76~88 (2003)
- Bigné-Alcañiz, E., "Consumer behavioural intentions in cause-related marketing: The role of identification and social cause involvement", International Review on Public and Nonprofit Marketing, 7(2), pp.127~143 (2010)
- Bloom, P. N., "How social-cause marketing affects consumer perceptions" (2012), Image
- Burns, D. J., "The effect of gender on the motivation of members of Generation Y college students to volunteer", Journal of Nonprofit and Public Sector Marketing, 19(1), pp.99~118 (2008)
- Byrne, B., "Structural equation modeling with LISREL, PRELIS, and SIMPLIS" (1998), Lawrence Erlbaum Associates, Inc
- Carroll, A., "The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders", Business Horizons, 34(4), pp.39~48 (1991)
- Cornwell, T. B., "Corporate sponsorship of a cause: The role of identification in purchase intent", Journal of Business Research, 58(3), pp.268~276 (2005)
- Curra´s-Pe´rez, R., "The role of self-definitional principles in consumer identification with a socially responsible company", Journal of Business Ethics, 89(4), pp.547~564 (2009)
- Dutton, J. E., "Keeping an eye on the mirror: Image and identity in organizational adaptation", Academy of Management Journal, 34(3), pp.517~554 (1991)
- Fornell, C. & Larcker, D. F., "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
- Groth, M., "Customers as good soldiers: Examining citizenship behaviors in internet service deliveries", Journal of Management, 31(1), pp.7~27 (2005)
- Hair, J. F., "Multivariate Data Analysis (5th ed.)" (1998), Pearson Prentice Hall
- Hong, S. Y., "The influence of customer use of corporate websites: Corporate social responsibility, trust, and word-of-mouth communication", Public Relations Review, 36(4), pp.389~391 (2010)
- Hyllegard, K. H., "Exploring Gen Y responses to an apparel brand's use of causerelated marketing: Does message matter when it comes to support for the breast cancer cause?", Clothing & Textiles Research Journal, 28(1), pp.19~34 (2010)
- 김은경, "캐주얼 브랜드의 사회적 책임과 문화마케팅에 대한 연구", 한국의류산업학회지, 13(2), pp.162~172 (2011), 한국의류산업학회
- Kim, G. S., "AMOS 7.0 Analysis structural equation modeling" (2007), Hannarae
- "Part cotton, part virtue, part come-on" (2005)[URL]
- Kunda, Z., "Social Cognition: Making Sense of People" (1999), MIT Press
- 이정임, "패션기업의 CSR 활동 유형에 대한 소비자의 인지적 적합성이 소비자 행동에 미치는 영향", 한국의류산업학회지, 13(6), pp.888~899 (2011), 한국의류산업학회
- Lii, Y. S., "Doing good does good? Sustainable marketing of CSR and consumer evaluations", Corporate Social Responsibility and Environmental Management, 20(1), pp.15~28 (2011)
- Mackenzie, S. B., "An empirical examination of attitude toward the Ad in an advertising pretest context", Journal of Marketing, 53(2), pp.48~65 (1989)
- Marn, L., "I need you too! Corporate identity attractiveness for consumers and the role of social responsibility", Journal of Business Ethics, 71(3), pp.245~260 (2007)
- McWilliams. A., "Corporate social responsibility: A theory of the firm perspective", The Academy of Management Review, 26(1), pp.117~127 (2001)
- Nan, X., "Consumer response to corporate social responsibility (CSR) initiatives", Journal of Advertising, 36(2), pp.63~74 (2007)
- Newell, S. J., "The development of a scale to measure perceived corporate credibility", Journal of Business Research, 52(3), pp.235~247 (2001)
- Polonsky, M., "Linking sponsorship and cause related marketing. Complementarities and conflicts", European Journal of Marketing, 35(11), pp.1361~1385 (2001)
- Sen, S., "Does doing good always lead to doing better? Consumer reactions to corporate social responsibility", Journal of Marketing Research, 38(2), pp.225~243 (2001)
- Sirdeshmukh, D., "Consumer trust, value, and loyalty in relational exchanges", Journal of Marketing, 66(1), pp.15~37 (2002)
- Tlin, E., "Brand credibility and its role in brand choice and consideration", Journal of Consumer Research, 31(1), pp.191~199 (2004)
- Van den Brink, D., "The effect of strategic and tactical cause-related marketing on consumers' brand loyalty", Journal of Consumer Marketing, 23(1), pp.15~25 (2006)
- Yoon, Y., "Drawing inferences about others on the basis of corporate associations", JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 34(2), pp.167~173 (2006), SAGE PUBLICATIONS INC
- Zhou, K. Z., "The effect of enhanced and unique features on new product preference: The moderating role of product familiarity", Journal of the Academy of Marketing Science, 35(1), pp.53~62 (2007)