WHEN CAUSES MEET BRANDS: CROSS-PERSPECTIVE INSIGHTS INTO PERCEPTIONS AND BEHAVIORAL INTENTIONS IN CAUSE-RELATED MARKETING

Authors: Molka Triki & Amel Chaabouni

ABSTRACT

This research aims to understand how consumers perceive Cause-Related Marketing (CRM) campaigns and the factors influencing their behavioral intentions. An exploratory qualitative study was conducted using a triangulation of three data collection techniques: netnography and projective techniques with fifteen consumers to capture their implicit perceptions and connections with the cause, and twelve semi-structured interviews with experts to explore their reactions to brand-cause links. Thematic analysis, conducted with QDA Miner, identified six main themes: perceived alignment between the cause and the brand, altruistic motivations, emotional connection with the cause, trust in CRM, behavioral intentions, as well as ethical perception and purchase barriers. These themes, complemented by sub-themes, highlight the cognitive, affective, and ethical determinants of purchase intentions.

Keywords: Cause-Related Marketing (CRM); Behavioral Intention; Qualitative study.

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