The effect of cause involvement and skepticism about cause related marketing on consumer attitudes toward brand, advertising and purchase intention

In a mature market where products are similar in terms of price, quality, and services, the corporate behavior as a good citizen provides an opportunity for the company to be highlighted between competitors and its brand and products be distinguished among many choices. The postmodern condition of current societies requires changes in the way a businesse is conducted and communicates with different stakeholders. The use of cause related marketing has increasingly become the mainstream of corporate marketing communication programs. The purpose of this study was to investigate the effect of CrM (cause related marketing) on brand attitudes, advertising and purchase intention, as well as the effective role of cause involvement as well as skepticism as moderating factors. This study was carried out using a semi- experimental design and 384 participants in Tehran by available sampling were selected. Two structured questionnaires were designed for the experimental and control groups. Covariance analysis suggested that the use of CrM will improve consumers’ attitudes toward brand, advertising, and purchase intention. Cause involvement does not modify brand, advertising attitude and purchase intentions, whereas skepticism accepted as a moderating variable.