INVESTIGATING THE EFFECTS OF CAUSE-RELATED BUYING MOTIVESON CUSTOMER ATTITUDE AND PURCHASE INTENTION

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ALAVI SEYED MOSLEM; EBRAHIMI ABOLGHASEM; NAJAFI SIAHROODI MAHDI

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Journal: JOURNAL OF BRAND MANAGEMENT Year:2016 | Volume:4 | Issue:7 Page(s): 49-78

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Information Journal Paper

Title

INVESTIGATING THE EFFECTS OF CAUSE-RELATED BUYING MOTIVESON CUSTOMER ATTITUDE AND PURCHASE INTENTION

Author(s)

ALAVI SEYED MOSLEM | EBRAHIMI ABOLGHASEM | NAJAFI SIAHROODI MAHDI | Issue Writer Certificate

Keywords

CAUSE-RELATED BRAND

CAUSE-RELATED BUYING MOTIVES

BRANDATTITUDE

BRAND PURCHASE INTENTION

Abstract

Today business climate requires brands to be socially responsible. CAUSE-RELATED BRANDshave risen from this thinking. They attempt to respond to stakeholders’ expectationsand contribute to injured parts of society, meanwhile try to direct customer’ s attitudetowards buying more. In this regard, the main purpose of the research is to study somemotives of cause-related buying which affect customer attitude and purchase intentiontowards CAUSE-RELATED BRANDs. This descriptive/ survey research examines the relationshipsamong research variables by employing a researcher-made questionnaire, whosevalidity (construct and content)and reliability(Cronbach: 83/5% and split half: 77%)have been verified. Results show that motives can affect attitude towards cause-relatedbrands and subsequently may influence purchase intention. However, among threemotives, just company-based motives have influenced attitude and purchase intentionof CAUSE-RELATED BRANDs. On the other hand, cause-related fit was the only factor thatcould moderate the relation between CAUSE-RELATED BRAND attitude and its purchasingintention.

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APA: Copy

ALAVI, SEYED MOSLEM, EBRAHIMI, ABOLGHASEM, & NAJAFI SIAHROODI, MAHDI. (2016). INVESTIGATING THE EFFECTS OF CAUSE-RELATED BUYING MOTIVESON CUSTOMER ATTITUDE AND PURCHASE INTENTION. JOURNAL OF BRAND MANAGEMENT, 4(7 ), 49-78. SID. https://sid.ir/paper/267531/en

Vancouver: Copy

ALAVI SEYED MOSLEM, EBRAHIMI ABOLGHASEM, NAJAFI SIAHROODI MAHDI. INVESTIGATING THE EFFECTS OF CAUSE-RELATED BUYING MOTIVESON CUSTOMER ATTITUDE AND PURCHASE INTENTION. JOURNAL OF BRAND MANAGEMENT[Internet]. 2016;4(7 ):49-78. Available from: https://sid.ir/paper/267531/en

IEEE: Copy

SEYED MOSLEM ALAVI, ABOLGHASEM EBRAHIMI, and MAHDI NAJAFI SIAHROODI, “INVESTIGATING THE EFFECTS OF CAUSE-RELATED BUYING MOTIVESON CUSTOMER ATTITUDE AND PURCHASE INTENTION,” JOURNAL OF BRAND MANAGEMENT, vol. 4, no. 7 , pp. 49–78, 2016, [Online]. Available: https://sid.ir/paper/267531/en

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