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- Title
Effects of materialism and religious values on attitudes towards cause-related marketing.
- Authors
Erdoğan, B. Zafer; Torun, Tolga; Gönüllüoğlu, Sevgi
- Abstract
Purpose The purpose of this paper is to investigate the attitudes of consumers with materialistic tendencies and religious values towards Cause-Related Marketing (CRM) activities. Design/methodology/approach This is an empirical study that reports findings from a questionnaire survey developed from an extensive literature review. A model was constructed that indicated mediating and direct relationships with three hypotheses. To test the model Structual Equation Modelling was utilised. Findings The findings indicate that materialism affects attitudes towards CRM activities indirectly and negatively (β = -0.02), but religious values affect these activities positively and directly (β = 0.15). The findings also showed that there is a negative correlation between materialism and religious values (β = -0.15). The results highlight the importance of materialism and religious values on CRM activities. Limitations The study was undertaken in a single country where almost all respondents were followers of the same religion. Also, due to time and attainability constraints, the convenience sampling method was used to collect data, limiting the generalisibility of the results. Contribution The results of the study contribute to the existing literature relating to materialism, religious values and CRM. The findings may guide managers willing to take advantage of CRM.
- Subjects
MATERIALISM; RELIGIOUS values; SOCIAL marketing; CONSUMER attitudes; STRUCTURAL models
- Publication
Social Business, 2014, Vol 4, Issue 2, p153
- ISSN
2044-4087
- Publication type
Article
- DOI
10.1362/204440814X14024779688151