A study on cause related marketing in Singapore

Abstract

An increasing number of companies are adopting Cause-related marketing (CRM) campaigns in pursuit of the benefits that CRM can bring about – higher revenue from higher brand awareness, improved brand image, increased brand preference and many more. A major concern for companies joining the bandwagon will be how to form a good impression and attract consumers to make a cause-related purchase. In this research, we aim to investigate whether Cause-brand alliance attributes and product packaging attributes have an impact on consumers’ perception towards the cause-related brand or product. We also aim to find out if consumers’ perception will influence their intention to purchase.

We test our hypotheses using questionnaire survey data gathered through convenience sampling. A total of 124 valid responses were obtained. Frequency count and correlation analysis was used to test our hypotheses. Results showed that both Cause-brand alliance attributes and product packaging attributes are positively associated with consumers’ perception of a cause-related brand or product. However, results also showed that consumers’ perception has insignificant correlation to their intention to purchase. This suggests that there are other potentially more important factors that affect consumers’ purchase intention and companies should conduct a further research to better understand their targeted consumers.