|| With the concern of corporate social responsibility, companies acting as a good citizen has become an important issue. Cause-related marketing (CRM) refers to a company’s aliance with a non-profit organization (NPO): when customers buy the company’s products, the company donates a portion of their profits to the NPO. Through CRM, corporates can effectively enhance their images and customer evaluations. NPOs can increase their visiablity and incomes as well. Customers are able to help NPOs through produce purchase. Therefore, how to enhance the effectiveness of CRM has become a very important issue for both researchers and practitioners.|
Based on the previous research in CRM, consumer behavior, and cross-cultural psychology literature, the present study develops a theoretical framework and hypotheses. By using the 2*2*2 experimental design with a cross-cultural sample, the present study examines whether impacts of type of NPO (help-self versus help-others) and national cultures (masculinity versus femininity) interact with two types of advertising appeals (self-focuses versus other-focused) in adverstising persuasion (purchase intentions and corporate image evaluation). The data were collected from 82 Taiwan respondents and 62 Germany respondents, with 15 to 20 respondents for each condition. Multivariate analysis of covariance was performed to test the proposed hypotheses.
The results showed that type of NPO interacts with advertising appeals in advertising persuasion: When consumers perceive a NPO’s nature as help-self, self-focused appeal leads to higher purchase intentions and more favorable corporate image evaluation. In addition, the three-way interaction among type of NPO, national culture and advertising appeals is also significant. The effects of self-focused appeal on advertising persuation are strengthened when a NPO wih help-self orientation is chosen as a cause in a country with masculine culture. Theoretical, methodological, and practical implications are discussed.