Promotion of Transaction-Based Cause-Related Marketing: How Should the Source and the Impact of the Partnership Be Presented

Abstract

This study used a 2 (promoting partner: for-profit vs. nonprofit) by 2 (impact: identifiable vs. statistical) between-subjects design collecting data online through Amazon Mechanical Turk from 302 participants. Attitudes toward the promoting partner were more favorable was when the promoted partner was the nonprofit (vs. for-profit). Further, attitude fully mediated the relationship between promoting partner frame and purchase intention. Our findings provide useful practical insight in that promoting the partnership through the nonprofit partner may yield better results than promoting it through the for-profit partner for transaction-based CRM activities.

Keywords:

• Cause-Related Marketing
• consumer attitudes
• framing
• identifiable victim
• nonprofits
• partnerships