Cause-Related Marketing in the Telecom Sector: Understanding the Dynamics among Environmental Values, Cause-Brand Fit, and Product Type
Abstract
:1. Introduction
2. Theoretical Framework, Hypotheses, and Research Questions
2.1. Cause-Related Marketing
2.2. The Effect of Cause-Brand Fit on Corporate Image and Purchase Intentions
2.3. Overall Relationship Among CRM, Corporate Image, and Purchase Intention
2.4. The Role of Environmental Values
2.5. The Moderating Role of Product Type
3. Methods
3.1. Research Design
3.2. Stimulus Materials and Pretest
3.3. Participants and Procedure of the Experiment
3.4. Dependent Variable
3.5. Mediating and Moderating Variables
4. Results
4.1. Manipulation Check
4.2. Hypotheses Testing and Research Questions
5. Discussion
6. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Corporate Image | Purchase Intentions | |||||||
---|---|---|---|---|---|---|---|---|
df | F | P | η2 | Df | F | p | η2 | |
Cause-brand fit | 3 | 5.49 | 0.00 | 0.01 | 3 | 3.61 | 0.01 | 0.01 |
Product type | 1 | 2.52 | 0.18 | 0.02 | 1 | 2.19 | 0.00 | 0.02 |
Fit × type | 3 | 0.42 | 0.74 | 0.00 | 3 | 1.39 | 0.25 | 0.00 |
Error | 1167 | 1167 | ||||||
Total | 1175 | 1175 |
DV = Corporate Image | DV = Purchase Intention | |||
---|---|---|---|---|
Unstandardized coefficient | p | Unstandardized coefficient | p | |
WFP | 0.25 (0.08) | 0.00 | 0.08 (0.12) | 0.48 |
GWF | 0.31 (0.08) | 0.00 | 0.16 (0.12) | 0.19 |
IEMFA | 0.21 (0.08) | 0.01 | −0.06 (0.12) | 0.63 |
Product type (hedonic product = 1) | −0.09 (0.05) | 0.10 | −0.35 (0.08) | 0.00 |
Corporate image | 0.70 (0.04) | 0.00 |
Conditions | Index | BootSE | BootLLCI | BootULCI |
---|---|---|---|---|
WFP vs. control | 0.16 | 0.08 | 0.01 | 0.32 |
GWF vs. control | 0.21 | 0.08 | 0.05 | 0.38 |
IEMFA vs. control | 0.20 | 0.09 | 0.04 | 0.38 |
Conditions | Effect | BootSE | BootLLCI | BootULCI |
---|---|---|---|---|
Hedonic product (i.e., iPhone) | ||||
WFP | 0.13 | 0.06 | 0.01 | 0.26 |
GWF | 0.17 | 0.07 | 0.05 | 0.33 |
IEMFA | 0.07 | 0.07 | −0.05 | 0.21 |
Utilitarian product (i.e., 4G service) | ||||
WFP | 0.22 | 0.11 | 0.01 | 0.43 |
GWF | 0.26 | 0.11 | 0.05 | 0.47 |
IEMFA | 0.23 | 0.11 | 0.03 | 0.44 |
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Shih, T.; Wang, S.S. Cause-Related Marketing in the Telecom Sector: Understanding the Dynamics among Environmental Values, Cause-Brand Fit, and Product Type. Sustainability 2021, 13, 5129. https://doi.org/10.3390/su13095129
Shih T, Wang SS. Cause-Related Marketing in the Telecom Sector: Understanding the Dynamics among Environmental Values, Cause-Brand Fit, and Product Type. Sustainability. 2021; 13(9):5129. https://doi.org/10.3390/su13095129
Chicago/Turabian StyleShih, Tsungjen, and Shaojung Sharon Wang. 2021. "Cause-Related Marketing in the Telecom Sector: Understanding the Dynamics among Environmental Values, Cause-Brand Fit, and Product Type" Sustainability 13, no. 9: 5129. https://doi.org/10.3390/su13095129