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dc.contributor.authorVyravene, Revadee
dc.contributor.authorRabbanee, Fazlul
dc.date.accessioned2017-01-30T11:33:18Z
dc.date.available2017-01-30T11:33:18Z
dc.date.created2016-12-19T19:30:17Z
dc.date.issued2016
dc.identifier.citationVyravene, R. and Rabbanee, F. 2016. Corporate negative publicity: the role of cause related marketing. Australasian Marketing Journal. 24 (4): pp. 322-330.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/12863
dc.identifier.doi10.1016/j.ausmj.2016.11.006
dc.description.abstract

This paper examines the effects of cause-related marketing (CrM) strategies on consumers' moral judgement and purchase behaviour in the context of experiencing substantial corporate negative publicity. Data for the study were collected from 343 respondents through mall intercept technique from two large shopping malls of Australia. Quasi-experimental design technique was adopted for the study, where the participants chose one particular cause out of two (ongoing conventional cause vs sudden disaster due to garment factory collapse in Bangladesh). The findings revealed that 56% of the respondents supported the sudden cause and are willing to pay (WTP) more for the betterment of the garment workers' living condition. The findings further indicated that CrM variables such as cause–brand fit, cause familiarity and cause importance influence consumers' moral judgement towards the CrM campaigns, which eventually influence them to pay additional money for the product. The multi-group moderation and mediation tests offer interesting theoretical and managerial insights.

dc.publisherElsevier
dc.titleCorporate negative publicity – the role of cause related marketing
dc.typeJournal Article
dcterms.source.volumex
dcterms.source.startPagex
dcterms.source.endPagex
dcterms.source.issn1441-3582
dcterms.source.titleAustralasian Marketing Journal
curtin.departmentSchool of Marketing
curtin.accessStatusFulltext not available


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