Donation Levels in Cause-Related Marketing (CRM): The Impact of Donation levels, Consumer Support and Self-Expressive Cues on Perceived Benefits and Perceived Monetary Sacrifice

Tae Hee Park, Chung-Ang University, Seoul, KoreaFollow
Dongho Yoo, Global Business School, Halla University, Wonju, Gangwon, KoreaFollow

ORCID

Tae Hee Park : 0000-0003-1143-5141
Dongho Yoo : 0000-0002-3323-2612

Abstract

In this study, we examine the extent to which donation level is perceived as a concept of benefit and monetary sacrifice to consumers, as well as that the extent to which it is moderated by consumer support for cause domains. In addition, we investigate the influence of self-expressive cues as a means of increasing consumers’ intention of participating in cause-related marketing (CRM) by lowering perceived monetary sacrifice. As a result of Study 1, consumers with high-level cause support perceived the donation level as a benefit, resulting in a positive effect on their intentions to participate in CRM. Conversely, consumers with low-level support perceived the donation level as monetary sacrifice. Thus, donation level had a negative effect on their participation intentions. Study 2 showed that self-expressive cues dilute the interaction effect of donation levels and consumer support. We conclude by discussing the academic and practical implications of this study.

Recommended Citation

Hee Park, Tae and Yoo, Dongho (2022) "Donation Levels in Cause-Related Marketing (CRM): The Impact of Donation levels, Consumer Support and Self-Expressive Cues on Perceived Benefits and Perceived Monetary Sacrifice," Asia Marketing Journal: Vol. 23 : Iss. 4 , Article 2.
Available at: https://doi.org/10.53728/2765-6500.1580