The moderating role of donation-related predispositions on the effectiveness of price and product quality on cause-related marketing participation

Abstract

PurposeThis study investigates the effect of product quality and price fairness on consumer cause-related marketing (CRM) participation and also the moderating role of donation-related customer predispositions (i.e. empathy and cause importance) on this relationship.Design/methodology/approachData for the study were obtained from 240 respondents. A structural equation modelling approach was used in analysing the data.FindingsResults from the analysis indicate that fair pricing and product quality affect CRM participation. The findings also provide insights into the moderation role of empathy and cause importance.Originality/valuePrior research studied the effect of promotion on CRM participation; however, this study examines the effect of product and price. The findings offer insight into issues of research and managerial interest, offering insightful implications to the academic and practitioner communities in developing countries, respectively.