ABSTRACT

Cause-related marketing (CRM) campaigns are a type of joint venture between a business concern and a nonprofit organization. To determine effect sizes for these campaigns, a series of bivariate meta-analyses were conducted using a random effects assumption. Results included the effect of CRM advertising on brand attitudes, r = .248, 95% CI(0.189,0.373), and purchase intentions, r = .277, 95% CI(0.141, 0.404), and the effect of cause-brand fit on brand attitudes, r = .239, 95% CI(0.167,0.309), and purchase intentions, r = .319, 95% CI(0.206, .423). Unfortunately for nonprofit organizations, none of the seven meta-analyses conducted found any effect for the study characteristic, type of cause (generic or branded company). Thus, the contribution of a specific nonprofit organization’s brand did not have a significant impact on consumer attitudes or behavioral intentions to purchase CRM products.

摘要

事业相关营销 (CRM) 活动是企业与非营利组织之间的一种合资企业。为了确定这些活动的效果大小，使用随机效果假设进行了一系列双变量荟萃分析。结果包括 CRM 广告对品牌态度的影响，r = .248, 95% CI(0.189,0.373)，购买意向，r = .277, 95% CI(0.141, 0.404)，以及因果品牌的影响适合品牌态度, r = .239, 95% CI(0.167,0.309) 和购买意向, r = .319, 95% CI(0.206, .423)。不幸的是，对于非营利组织而言，进行的七项荟萃分析均未发现对研究特征、原因类型有任何影响（通用或品牌公司）。因此，特定非营利组织品牌的贡献对消费者购买 CRM 产品的态度或行为意向没有显着影响。