Halim Rizal Edy, Adiwijaya K., Fauzan R.


This study develops a conceptual model of Cause-related Marketing (CrM) investigating the effect of cause-brand fit, firm motives and altruistic attribution to customer inference and participation intention moderated by customer values. The approach used is quantitative where dataare collected through a surveyusing non-probability sampling techniques. The sample wasformed by consumers of Bottled Drinking Water Aqua brand and data was analyzed throughstructural equation modeling and multi-group analysis to test the hypothesis of moderation onthe model. The findings in this study show consumers may use brand attitude before they participate in behavior intention that formed through CSR perception, brand credibility and altruisticattribution using firm social motives and cause-brand fit inCrM campaign. The results confirmlower altruists consumers use mainly altruistic attribution to form their judgment on brand credibility. They also employ cause-brand fit and firm motives to shape their decision on CSR perception in CrM messages.


Cause-Related Marketing;Cause-Brand Fit;Brand Credibility;Altruistic Values

Full Text:



Basil, D and Weber, D 2006, Values motivation and concern for appearances:

the effect of personality traits on responses to corporate social responsibility, International Journal of Nonprofit

and Voluntary Sector Marketing, Vol.

No. 1, pp. 31-72.

Barone, M, Norman, A and Miyazaki, A

, Consumer response to retailer

use of cause-related marketing: is

more fit better?, Journal of Retailing,

Vol. 83 No. 4, pp. 437-45.

Bhattacharya, C and Sen, S 2003, Consumer-company identification: a framework for understanding consumers relationships with companies, Journal

of Marketing, Vol. 67, pp. 76-88.

Becker-Olsen, KL, Cudmore, BA and Hill,

RP 2006, The impact of perceived

corporate social responsibility on consumer behaviour, Journal of Business

Research, Vol. 59 No. 1, pp. 46-53.

Bigne-Alcaniz, E, Curras-Perez, R and

Sanchez-Garc?a, I 2009, Brand credibility in cause-related marketing:

the moderating roleof consumer values, Journal of Product & Brand

Management, Volume 18, No. 6, pp


Brammer, S and Millington, A 2006, Firm

size organizational visibility and corporate philanthropy: an empirical

analysis, Business Ethics: A European

Review, Vol. 15 No. 1, pp. 6-18.

Campbell, MC and Kirmani, A 2008, I

Know What Youre Doing and Why

Youre Doing It: The Use of the Persuasion Knowledge Model in Consumer Research, in Handbook of

Consumer Psychology, Hugvstedt

Curt, Herr Paul and Kardes Frank, eds.

NewYork: Psychology Press, 54974.

Cone, 2007, Cause Evolution & Environmental Survey, Boston: Cone


Curras-Perez, R, Bigne-Alcaniz, E, Alvarado-Herrera, A 2009, The Role of

Self-Definitional Principles in Consumer Identification with a Socially

Responsible Company, Journal of

Business Ethics89:547564

Daw, Jocelyn, 2006, Cause Marketing for

Nonprofits: Partner for Purpose, Passion and Profits, Hoboken, NJ: John

Wiley & Sons.

De Pelsmacker, P, Driesen, L, Rayp, G

, Do Consumers Care about Ethics? Willingness to Pay for Fair-Trade

Coffee, The Journal of Consumer Affairs, 39(4), 13-34.

Dean, D 2003, Consumer perceptions of

corporate donations: effects of company reputation for social responsibility

and type of donation, Journal of Advertising, Vol. 32 No. 4, pp. 91-102.

DJ Terry & MA Hogg (Eds.), 2000, Attitudes, behavior and social context:

The role of norms and group membership, Mahwah, NJ: Lawrence-Erlbaum


Doran, CJ 2009, The Role of Personal Values in Fair Trade Consumption, Journal of Business Ethics, 84(1), 549

Du, S, Bhattacharya, CB and Sen, S 2007,

Reaping relational rewards from corporate social responsibility: the role of

competitive positioning, International

Journal of Research in Marketing,

Vol. 24 No. 3, pp. 224-41.

Ellen, P, Webb, D and Mohr, L 2006,

Building corporate associations: consumer attributions for corporate socially responsible programs, Journal of

the Academy of Marketing Science,

Vol. 34 No. 2, pp. 147-57.

Erdem, T and Swait, J 2004, Brand credibility, brand consideration and choice,

Journal of Consumer Research, Vol.

No. 1, pp. 191-8.

Fazio, Russell H, Martha C Powell, and

Carol J Williams, 1989, The Role of

Attitude Accessibility in the Attitudeto-Behavior Process, Journal of Consumer Research, 16 (December), 280-288.

Folse, JAG, Niedrich, RW, Grau, SL 2010,

Cause-Relating Marketing: The Effects of Purchase Quantity and Firm

Donation Amount on Consumer Inferences and Participation Intentions,

Journal of Retailing,86, 295309

Forehand, M and Grier, S 2003, When is

honesty the best policy? The effect of

stated company intent on consumer

skepticism, Journal of Consumer

Psychology, Vol. 13 No. 3, pp. 349-56.

Fraj, E Martinez, E 2006, Environmental

values and lifestyles as determining

factors of ecological consumer behaviour: an empirical analysis, Journal

of Consumer Marketing, 23 (3): 133-144.

Grau, SL and Folse, JAG, 2007, Cause Related Marketing (CRM): The Influence

of Donation Proximity and MessageFraming Cues on the Less-Involved

Consumer, Journal of Advertising, 36

V (4), 720.

Hair, JF, Black, BJ and Anderson RF, 2006,

Multivariate Data Analysis, 7



Pearson International Edition.

Klein, J and Dawar, N 2004, Corporate social responsibility and consumers attributions and brand evaluations in a

product-harm crisis, International

Journal of Research in Marketing,

Vol. 21, pp. 203-17.

Kotler, P & Lee, N 2005, Corporate Social

Responsibility Doing the Most Good

for Your Company and Your Cause,

John Wiley & Sons, Inc, USA.

Lafferty, BA 2007, The relevance of fit in a

causebrand alliance when consumers

evaluate corporate credibility, Journal

of Business Research, 60, 447-453.

Lafferty, BA & Goldsmith, RE 2005,

Cause-brand alliances: Does the causehelp the brand or does the brand help

the cause?, Journal of Business Research, 58, 423429.

Lafferty, BA, Goldsmith, RE and Hult, T

, The impact ofthe alliance on

the partners: a look at cause-brand alliances, Psychology and Marketing,

Vol. 21, No. 7, pp. 509-31.

Mar?n, L and Ruiz, S 2007, I need you too!

Corporate identity attractiveness for

consumers and the role of social responsibility, Journal of Business Ethics, Vol. 71, pp. 245-60.

Menon, S and Kahn, B 2003, Corporate

sponsorships of philanthropic activities: when do they impact perception

of sponsor brand?, Journal of Consumer Psychology, Vol. 13 No. 3, pp.


Niedrich, Ronald W and Scott D Swain,

, The Influence of Pioneer Status

and Experience Order on Consumer

Brand Preference: A Mediated-Effects

Model, Journal of the Academy of

Marketing Science, 31 (4), 46880.

Pracejus, J and Olsen, D 2004, The role of

brand/cause fit in the effectiveness of

cause-related marketing campaigns,

Journal of Business Research, Vol. 57,

pp. 635-40.

Rifon, N, Choi, S, Trimble, C and Li, H

, Congruence effects in sponsorship: the mediating role of sponsor

credibility and consumer attributions

of sponsor motive, Journal of Advertising, Vol. 33 No. 1, pp. 29-42.

Schwartz, SH 2003, A proposal for measuring value orientations across nations,

Questionnaire development package of

the European Social Survey, Chapter

, available at:


Sergio WC, Sen, S, Mota, MO, Lima, RC

, Consumer Reactions to CSR: A

Brazilian Perspective, Journal of

Business Ethics,91:291310.

Simmons, CJ & Becker-Olsen, KL 2006,

Achieving marketing objectives

through social sponsorships, Journal

of Marketing, 70, 154169.

Strahilevitz, M 2003, The effects of prior

impressions of a firms ethics on the

success of a cause-related marketing

campaign: do the good look better

while the bad look worse?, Journal of

Nonprofit and Public Sector Marketing, Vol. 11 No. 1, pp. 77-92.

Szykman, LR, Paul NB and Blazing, J 2004,

Does Corporate Sponsorship of a Socially-Oriented Message Make A Difference? An Investigation of the Effects of Sponsorship Identity on Responses to an Anti-Drinking-AndDriving Message, Journal of Consumer Psychology,14 (12), 1320.

Trimble, C and Rifon, N 2006, Consumer

perceptions of compatibility in causerelated marketing messages, International Journal of Nonprofit and Voluntary Sector Marketing, Vol. 11 No. 1,

pp. 29-47.

UNGC 2007a, 2007, Global Compact Annual Review, UN Global Compact,

viewed 28 January 2009,




UNGC 2007b, Making the connection. The

GRI guidelines and UNGC communication in progress,UN Global Compact, viewed 25 January 2009,

ning/Research Publications/>.

Webb, DJ and Mohr, LA 1998, A Typology

of Consumer Responses to CauseRelated Marketing: From Skeptics to

Socially Concerned, Journal of Public

Policy & Marketing, Vol. 17, No. 2, p.




  • There are currently no refbacks.

Copyright (c)

Abstracting & Indexing



Hasil gambar untuk ccbyncsa

Copyright @ 2010 Pusat Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Ilmu Ekonomi (PPPM STIE)