DETERMINANTS AND OUTCOMES OF AN EFFECTIVE CRM CAMPAIGN: THE MEDIATING ROLE OF SKEPTICISM

Abstract

The study targets to determine the factors which lead to affective responses of consumers towardthe Cause Related Marketing (CrM) program and its behavioral outcomes. Findings of the studyshow that three factors, namely the affinity of consumer with the cause, the fit between the brandand cause and finally, the perception about the donation level are three important determinantsof the generation of emotional responses toward the CrM program. These emotional responses inturn affect the purchase intention of consumers and their propensity to engage into WoM activity.However, the skepticism of consumers about the real intent of the brand in engaging in such CrMprograms mediates this effect. The direct and strong positive effects of affective responses towardsthe CrM program on both intentions to purchase and engagement into WoM activity, becomesstabilized largely when the skepticism level increases. Based on the findings of the study, somepractical implications which may help to generate more effective CrM programs are provided.