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The effects of donation proximity on attitudes toward caused-related campaign
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Cause-related marketing is very important to enhance brand image and increase sales. Based on social identity theory, this study considers the interplay effects of the donation proximity, organization identity and identity congruence on perceived personal role and attitudes toward cause-related campaign. Moreover, this study also explores the mediating role of perceived personal role on attitudes toward cause-related campaign in Study 2.
In order to verify the hypotheses, this study conducted two experiments. Study 1 was a 2 (donation proximity: near vs. far) x2 (organizational identity: ingroup vs. ougroup) between-subjects design. Study 2 was a 2(donation proximity: near vs. far) x2 (identity congruence: congruence vs. incongruence) x2(Image valence and message framing: positive vs. negative) between-subjects design. Attitudes toward cause-related campaign was a major dependent variable and Study 2 further measures perceived personal role as an important mediating role.
The results shows that when the identity of donors are dissimilar with people who need help, they will perceive more personal role and reponse more positive attitudes toward local cause-related campaign than international campaign. Moreover, this study also finds that the interplay effects of donation proximity and identity congruency on attitudes toward cause-related marketing will be mediated by perceived personal role. In terms of the practical implications for marketers in cause-related marketing, the current study shows that it is particularly important for marketers to design a right appeals to right target audience. If marketers are aware of the identity of donors, they can communicate right message more precisely and enhance their perceived personal role effectively.
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