The Impact of Cause-Related Marketing on Consumer Purchasing Intent: A Case Study of Tak Marakron Consumers

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

KHANIFAR HOSEIN; SOLTANI NEJAD NIMA; Rashid Ali Asghar

Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: ORGANIZATIONAL CULTURE MANAGEMENT Year:2021 | Volume:19 | Issue:1 Page(s): 1-24

Download Full-Text

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Persian Verion

View:

444

Download:

Cites:

Information Journal Paper

Title

The Impact of Cause-Related Marketing on Consumer Purchasing Intent: A Case Study of Tak Marakron Consumers

Author(s)

KHANIFAR HOSEIN | SOLTANI NEJAD NIMA | Rashid Ali Asghar | Issue Writer Certificate

Keywords

Cause-related marketingQ1

Purchase intentionQ1

Structural equation modelingQ1

Tak MakaronQ2

Abstract

The aim of this study was to investigate the effect of Cause-related marketing on Tak Makaron consumers’ intention to buy. To achieve this goal, the factors involved in this issue were identified through examining the previous studies in this arena. Factors such as Cause-related marketing, brand attractiveness, consumer identification with the company, consumer pessimism, ethical feelings, and Purchase intentions were then used to form the research model. The present study is applied in terms of purpose and is descriptive in terms of research method. The data collection instrument in this study was a questionnaire with 350 questionnaires, which was distributed among consumers of Tak Makaron product in Tehran between November and January 2015, out of which 330 acceptable questionnaires were collected. Data analysis was performed using correlation analysis and Structural equation modeling with the help of AMOS18 software. The results show that Cause-related marketing has a positive and significant effect on brand attractiveness, ethical feelings, and consumer Purchase intention. However, it has a significant, negative effect on consumer pessimism. In addition, the consumer's moral feelings and his identification with the company have a positive and significant effect on the Purchase intention. Finally, consumer pessimism has an opposite effect on the Purchase intention and Cause-related marketing.

Cites

No record.

References

No record.

Cite

APA: Copy

KHANIFAR, HOSEIN, SOLTANI NEJAD, NIMA, & Rashid, Ali Asghar. (2021). The Impact of Cause-Related Marketing on Consumer Purchasing Intent: A Case Study of Tak Marakron Consumers. ORGANIZATIONAL CULTURE MANAGEMENT, 19(1 ), 1-24. SID. https://sid.ir/paper/390265/en

Vancouver: Copy

KHANIFAR HOSEIN, SOLTANI NEJAD NIMA, Rashid Ali Asghar. The Impact of Cause-Related Marketing on Consumer Purchasing Intent: A Case Study of Tak Marakron Consumers. ORGANIZATIONAL CULTURE MANAGEMENT[Internet]. 2021;19(1 ):1-24. Available from: https://sid.ir/paper/390265/en

IEEE: Copy

HOSEIN KHANIFAR, NIMA SOLTANI NEJAD, and Ali Asghar Rashid, “The Impact of Cause-Related Marketing on Consumer Purchasing Intent: A Case Study of Tak Marakron Consumers,” ORGANIZATIONAL CULTURE MANAGEMENT, vol. 19, no. 1 , pp. 1–24, 2021, [Online]. Available: https://sid.ir/paper/390265/en

Related Journal Papers

No record.

Related Seminar Papers

No record.

Related Plans

No record.

Recommended Workshops