Donation Levels in Cause-Related Marketing (CRM): The Impact of Donation levels, Consumer Support and Self-Expressive Cues on Perceived Benefits and Perceived Monetary Sacrifice

• Published in: Asia Marketing Journal (Online) Vol. 23; no. 4; pp. 13 - 27
• Main Authors: Hee Park, Tae, Yoo, Dongho
• Format: Journal Article
• Language: English
• Published: 한국마케팅학회AMJ 2022; Korean Marketing Association; 한국마케팅학회
• Subjects: cause-related marketing; consumer support; donation level; monetary sacrifice; perceived benefits; self-expressive cues; 경영학; Monetary sacrifice; Cause-related marketing; Consumer support; Perceived benefits; Donation level; Self-expressive cues
• ISSN: 1598-7868; 2765-6500; 2765-6500
• DOI: 10.53728/2765-6500.1580

In this study, we examine the extent to which donation level is perceived as a concept of benefit and monetary sacrifice to consumers, as well as that the extent to which it is moderated by consumer support for cause domains. In addition, we investigate the influence of self-expressive cues as a means of increasing consumers’ intention of participating in cause-related marketing (CRM) by lowering perceived monetary sacrifice. As a result of Study 1, consumers with high-level cause support perceived the donation level as a benefit, resulting in a positive effect on their intentions to participate in CRM. Conversely, consumers with low-level support perceived the donation level as monetary sacrifice. Thus, donation level had a negative effect on their participation intentions. Study 2 showed that self-expressive cues dilute the interaction effect of donation levels and consumer support. We conclude by discussing the academic and practical implications of this study.