A Comparison Between Brand Level and Donation Proximity toward Consumer Evaluation on CRM Online Campaign

An Experimental Study

DOI

10.2991/aebmr.k.201222.007How to use a DOI?

Keywords

CRM, Luxury Brand, Non-luxury, Donation Proximity, Brand Attitude, Willingness to Publish, Referral Intention

Abstract

Cause-related marketing (CRM), a widely used marketing strategy, is becoming increasingly popular as social media growth enables the business to communicate information and marketing content to numerous target audiences. CRM is a form of Corporate Social Responsibility (CSR) that assists a particular cause when customers purchase products through the CRM campaign. Successful implementation of CRM benefits the company in a favorable attitude and reputation while also the helping cause and the consumers themselves. CRM implementation is becoming more competitive amongst brands; thus, marketers need to consider strategies when developing an efficient CRM program. This research examines how luxury brands and non-luxury brands conduct strategies in performing CRM, including the proximity of donations to consumer assessments in the context of brand attitude, willingness to publish, and intention to refer. The research approach used is an experiment with a factorial design of 2x2, involving brand level (luxury vs. non-luxury) x proximity to donation (national vs. international). It also measures the effect on customer responses of perceived quality and brand familiarity. ANCOVA and MANCOVA were used to measure the differences in responses between 4 stimulus combinations. The results revealed that there were variations in the effects of applying proximity strategies to donations and brand level to customer evaluations. The results found that a stimulus combination of luxury brand strategy and national donation generates the highest value of brand attitude, willingness to publish, and referral intention.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ilma Wulansari Hasdiansa
AU  - Tengku Ezni Balqiah
PY  - 2020
DA  - 2020/12/23
TI  - A Comparison Between Brand Level and Donation Proximity toward Consumer Evaluation on CRM Online Campaign
BT  - Proceedings of the International Conference on Business and Management Research (ICBMR 2020)
PB  - Atlantis Press
SP  - 45
EP  - 52
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201222.007
DO  - 10.2991/aebmr.k.201222.007
ID  - Hasdiansa2020
ER  -