An Experimental Approach to Examine the Antecedents of Attitude, Intention, and Loyalty Towards Cause-related Marketing: The Case of India and the Philippines

Firms utilize cause-related marketing (CRM) strategy to differentiate themselves by demonstrating their corporate responsibility efforts. However, national differences in the level of prior CRM exposure, local-global consumer values and culture can result in heterogeneity in consumer perceptions of CRM across countries. The authors reflect and examine national differences in customer attitudes, intention to participate in CRM and loyalty towards the company organizing the CRM campaign through variables like scepticism, perceived novelty, global connectedness and long-term orientation. They discuss and examine the impact of these variables on national preferences for CRM campaign variations by (a) type of company (local versus multinational) and (b) the time duration of CRM campaign (short term/long term). This research uses data from two emerging Asian countries-India and the Philippines. By diving deep into the nuances that drive consumers to participate in CRM, the research provides relevant strategies to drive CRM communication strategies that enhance consumer loyalty to the marketers of CRM campaigns of national, international and non-profit organizations.