Publication
Cause-related marketing in online environment: the role of brand-cause fit, perceived value, and trust
| dc.contributor.author | Silva, Susana Costa e | |
| dc.contributor.author | Duarte, Paulo Alexandre de Oliveira | |
| dc.contributor.author | Machado, Joana César | |
| dc.contributor.author | Martins, Carla | |
| dc.date.accessioned | 2019-11-29T14:23:25Z | |
| dc.date.available | 2019-11-29T14:23:25Z | |
| dc.date.issued | 2019-11-29 | |
| dc.description.abstract | This article explores how cause-related marketing influences consumer response in an online environment, by analyzing the relationships between consumers’ perceptions of Cause-related Marketing (CrM) and their behavioral intentions toward an online store. Data was collected through an experiment using a sample of Portuguese respondents focusing on the effects of the cause–brand fit and consumer–cause identification on online stores perception and purchase intention. Structural equation modeling was used to analyze the data. The results show that consumer–cause identification has a positive impact on perceived value and that the relationship is moderated by brand–cause fit but it does not influence online purchase intention. Brand–cause fit was shown to have a positive influence on trust and online purchase intention, which is also impacted by perceived value. Trust was found to be a predictor of perceived value but not of the online purchase intention. The main contributions of the findings include the improved understanding of the importance of the fit to consumer’s perception and efficacy for online cause-related marketing campaigns | pt_PT |
| dc.description.abstract | Este artigo explora como o marketing relacionado à causa influencia a resposta do consumidor em um ambiente online, analisando as relações entre as percepções dos consumidores sobre o Marketing relacionado à causa (CRM) e suas intenções comportamentais em relação a uma loja online. Os dados foram coletados por meio de um experimento utilizando uma amostra de entrevistados portugueses com foco nos efeitos da causa - ajuste da marca e identificação da causa do consumidor - na percepção e intenção de compra das lojas on-line. Modelagem de equações estruturais foi usada para analisar os dados. Os resultados mostram que a identificação da causa do consumidor tem um impacto positivo no valor percebido e que o relacionamento é moderado pelo ajuste da causa da marca, mas não influencia a intenção de compra on-line. Foi demonstrado que o ajuste à causa da marca influencia positivamente a confiança e a intenção de compra on-line, que também é impactada pelo valor percebido. A confiança foi considerada um preditor do valor percebido, mas não da intenção de compra on-line. As principais contribuições das descobertas incluem o melhor entendimento da importância da adequação à percepção e eficácia do consumidor para campanhas de marketing online relacionadas com causas. | pt_PT |
| dc.description.version | info:eu-repo/semantics/publishedVersion | pt_PT |
| dc.identifier.citation | Silva, S.C., Duarte, P., Machado, J.C. et al. Int Rev Public Nonprofit Mark (2019). https://doi.org/10.1007/s12208-019-00237-z | pt_PT |
| dc.identifier.doi | 10.1007/s12208-019-00237-z | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.6/7644 | |
| dc.language.iso | eng | pt_PT |
| dc.peerreviewed | yes | pt_PT |
| dc.publisher | Springer | pt_PT |
| dc.relation.publisherversion | https://link.springer.com/article/10.1007/s12208-019-00237-z | pt_PT |
| dc.subject | Online cause-related marketing | pt_PT |
| dc.subject | Brand–cause fit | pt_PT |
| dc.subject | Consumer–cause identification | pt_PT |
| dc.subject | Consumer trust | pt_PT |
| dc.subject | Perceived value | pt_PT |
| dc.subject | Online purchase intention | pt_PT |
| dc.subject | Consumer behavior | pt_PT |
| dc.title | Cause-related marketing in online environment: the role of brand-cause fit, perceived value, and trust | pt_PT |
| dc.type | journal article | |
| dspace.entity.type | Publication | |
| oaire.citation.endPage | 23 | pt_PT |
| oaire.citation.startPage | 1 | pt_PT |
| oaire.citation.title | International Review on Public and Nonprofit Marketing | pt_PT |
| person.familyName | Silva | |
| person.familyName | Duarte | |
| person.familyName | César Machado | |
| person.givenName | Susana C. | |
| person.givenName | Paulo | |
| person.givenName | Joana | |
| person.identifier | E-2200-2014 | |
| person.identifier.ciencia-id | 5818-1A55-F727 | |
| person.identifier.ciencia-id | 6211-A867-20E2 | |
| person.identifier.orcid | 0000-0001-7979-3944 | |
| person.identifier.orcid | 0000-0001-8449-5474 | |
| person.identifier.orcid | 0000-0003-3798-5299 | |
| person.identifier.rid | E-2200-2014 | |
| person.identifier.rid | B-3914-2011 | |
| person.identifier.scopus-author-id | 37076829400 | |
| person.identifier.scopus-author-id | 25824785800 | |
| person.identifier.scopus-author-id | 55115340800 | |
| rcaap.embargofct | Copyright cedido à editora no momento da publicação | pt_PT |
| rcaap.rights | closedAccess | pt_PT |
| rcaap.type | article | pt_PT |
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