University of Connecticut OpenCommons@UConn Doctoral Dissertations University of Connecticut Graduate School 10-9-2017 The mpI act of Cause-Related Marketing on Global Consumers: A Meta-Analysis Michelle Morin Rego University of Connecticut - Storrs, [email protected] Follow this and additional works at: https://opencommons.uconn.edu/dissertations Recommended Citation Rego, Michelle Morin, "The mpI act of Cause-Related Marketing on Global Consumers: A Meta-Analysis" (2017). Doctoral Dissertations. 1678. https://opencommons.uconn.edu/dissertations/1678 The Impact of Cause-Related Marketing on Global Consumers: A Meta-Analysis Michelle Morin Rego, Ph.D. University of Connecticut, 2017 Abstract Cause-related marketing (CRM) is a growing area of corporate social responsibility that involves a joint venture between a for-profit brand and a nonprofit organization. Over the past 30 years, cause-related marketing research has expanded to all corners of the globe. Themes in CRM research include cause-brand fit, cause involvement, cultural values and beliefs, and the influence of CRM on consumer attitudes and purchase intentions. A series of bivariate meta- analyses were conducted using a random effects assumption to determine effect sizes in this field, and explain the variance in effects across a global body of literature. Results include the effect of CRM campaigns on brand attitudes, r=.284, 95% CI(0.189,0.373), and purchase intentions, r=.277, 95% CI(0.141, 0.404). A meta-analytical structural equation model (MASEM) of CRM effects on attitudes and purchase intentions (K=78, N=22,849) based on the theory of planned behavior is presented to guide future studies that explore the impact of beliefs such as cause involvement (=.12) and skepticism (= -.34) on consumer perceptions of cause- brand alliance fit, and the substantial impact (=.40) these perceptions have on consumer attitudes. Recommendations for nonprofit marketers, for-profit marketers and academic research topics and methods are discussed. Key words: cause-related marketing, CRM, meta-analysis, MASEM, theory of planned behavior. The Impact of Cause-Related Marketing on Global Consumers: A Meta-Analysis Michelle Morin Rego B. S. University of Massachusetts, Dartmouth, 1991 M.B.A., Bryant University, 1997 A Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy at the University of Connecticut 2017 i Copyright by Michelle Morin Rego 2017 ii APPROVAL PAGE Doctor of Philosophy Dissertation The Impact of Cause-Related Marketing on Global Consumers: A Meta-Analysis Presented by Michelle Morin Rego, Ph.D. Major Advisor ___________________________________________________________________ Mark Hamilton Associate Advisor ___________________________________________________________________ Leslie Snyder Associate Advisor ___________________________________________________________________ John Christensen University of Connecticut 2017 iii Acknowledgements I would like to extend my gratitude to the entire faculty and staff in the Communication department at the University of Connecticut. I am truly grateful for the guidance I received from my faculty advisors, and their invaluable mentorship. In particular, I would to acknowledge my advisor, Dr. Mark A. Hamilton, for consistently providing me with prompt and valuable feedback, and for setting a high bar for academic achievement. Most importantly, I would like to thank both Dr. Hamilton and Dr. Leslie Snyder for helping me through some difficult moments, and challenging me to improve, persist and succeed. I would also like to thank Dr. John Christensen for his kindness and patience during my first year in the program, and for his boundless optimism when I needed it the most. In addition, I am grateful to my colleague and dear friend, Dana Rogers, for her many hours of assistance during the coding phase of this meta- analysis research. Further, I would like to acknowledge Dr. Nora Ganim Barnes for her seminal work in cause-related marketing, and her early inspiration and mentorship during my undergraduate years at the University of Massachusetts. Lastly, I would like to express my tremendous appreciation for the support of my husband, John. In addition to being my tireless advocate, he has been my sounding-board, proofreader, cheerleader, loving partner and best friend throughout this process. Thank you! iv TABLE OF CONTENTS Chapter 1: Introduction ...................................................................................................................1 Chapter 2: Literature Review ..........................................................................................................4 Cause-related Marketing Defined .......................................................................................5 Theoretical Framework .......................................................................................................8 CRM Effects .....................................................................................................................12 Hypothesized Model..........................................................................................................14 Global Cultural and Societal Norms, Values and Beliefs ……………………………….15 Perceived Motivations: Skepticism and Perceptions of Cause-brand Fit .........................17 Campaign Elements ..........................................................................................................19 Chapter 3: Methodology ...............................................................................................................22 Selection Criteria for Inclusion of Studies ........................................................................22 Exclusion Criteria ….........................................................................................................23 Measures ………...............................................................................................................26 Coding Procedure ..............................................................................................................29 Chapter 4: Results..........................................................................................................................31 Intercoder Reliability Analysis .........................................................................................31 Bivariate Meta-Analysis ………………………………………………………………...32 Meta-Analytic Structural Equation Model Analysis ….....................................................51 Hypothesis Testing ............................................................................................................52 Revised Model ……………..............................................................................................53 Other Findings ..................................................................................................................55 Chapter 5: Discussion ...................................................................................................................56 Theoretical Implications ...................................................................................................56 Summary of Findings: Effect Sizes ……………………………………………………..57 Impact of Gender and Generations on CRM Effects …………………….……………...59 Limitations ……................................................................................................................60 Future Research ……........................................................................................................61 References ……….........................................................................................................................65 Appendices ………………………………………………………………………………………87 Appendix A ……………………………………………………………………………...87 Appendix B ……………………………………………………………………………...98 Appendix C …………………………………………………………………………….107 v LIST OF TABLES AND FIGURES Tables Table 1: List of Studies by Dependent Variable ...............……………………………..13 Table 2: List of Included Studies by Country .................................................................24 Table 3: Summary of Intercoder Reliability .......……………………...……………….31 Table 4: Meta-analysis 1: CRM Campaigns on Attitudes toward the Brand …..….…..33 Table 5: Meta-analysis 2: CRM Campaigns on Purchase Intentions ….........................34 Table 6: Meta-analysis 3: Cause-Brand Fit on Attitude toward Brand …......................36 Table 7: Meta-analysis 4: Cause-Brand Fit on Purchase Intentions ……………...........38 Table 8: Meta-analysis 5: Attitudes toward C-B Alliance on Purchase Intentions …....41 Table 9: Meta-analysis 6: Cause Involvement on Attitude toward Brand ………..........43 Table 10: Meta-analysis 7: Cause Involvement on Purchase Intentions …………….….45 Table 11: Meta-analysis 8: Female Gender on Purchase Intentions ……………….…....46 Table 12: Meta-analysis 9: Skepticism on Purchase Intentions …………………….…...48 Table 13: Meta-analysis 10: Attitude toward Brand on Purchase Intentions …………...49 Table 14: Summary of Pooled Correlations ......................................................................52 Table 15: Summary of Revised Pooled Correlations ........................................................52 Table 16: Summary of Findings: Effect Sizes by Meta-analysis ………………………..57 Table 17: Summary of Findings: MASEM Coefficients ………………………………..58 Table 18: Summary of Regression Findings, Meta-analysis 1….…………………….…34 Table 19: Summary of Regression Findings, Meta-analysis 2….…………………….…35 Table 20: Summary