The Impact of Perceived Manipulation, Motives, and Ethicality in Cause-Related Marketing: A CRM+ Model
Abstract
We developed a CRM+ Model using experimentation and structural equation modeling analysis. CRM+ demonstrates previously unexplored interrelationships among consumer-perceived manipulation, brand motives, perceived ethicality of the Cause-related Marketing, and brand attitude. CRM+ reveals that perceived ethicality of the CRM has a significant positive effect on brand attitude, though it is not as pronounced as the effect of perceived altruistic motives. Egoistic motives decrease ethicality perceptions, but has no direct effect on brand attitude. Altruistic motive perceptions diminish egoistic motive perceptions. CRM+ suggests marketing managers should prioritize emphasizing altruistic motives and ethicality of the partnership over downplaying egoistic motives.
Recommended Citation
Twyman, N. W., Stanley, S. M., Elrod, C. C., & Masters, T. M. (2022). The Impact of Perceived Manipulation, Motives, and Ethicality in Cause-Related Marketing: A CRM+ Model. Journal of Marketing Theory and Practice Taylor & Francis.
The definitive version is available at https://doi.org/10.1080/10696679.2022.2074462
Department(s)
Business and Information Technology
International Standard Serial Number (ISSN)
1944-7175; 1069-6679
Document Type
Article - Journal
Document Version
Citation
File Type
text
Language(s)
English
Rights
© 2022 Taylor and Francis Group, All rights reserved.
Publication Date
01 Jan 2022
