Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth
This study explored Millennial consumers’ responses to a cause-related marketing (CRM) initiative for a sensitive social cause—lesbian, gay, bisexual, transgender and queer (LGBTQ) homeless youth. Qualitative and quantitative research methods were employed to examine the effectiv...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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MDPI AG
2019-08-01
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| Series: | Social Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-0760/8/8/240 |
| _version_ | 1818215728778575872 |
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| author | Cammie Hensley Sonali Diddi Karen Hyllegard |
| author_facet | Cammie Hensley Sonali Diddi Karen Hyllegard |
| author_sort | Cammie Hensley |
| collection | DOAJ |
| description | This study explored Millennial consumers’ responses to a cause-related marketing (CRM) initiative for a sensitive social cause—lesbian, gay, bisexual, transgender and queer (LGBTQ) homeless youth. Qualitative and quantitative research methods were employed to examine the effectiveness of CRM in generating financial support for LGBTQ homeless youth. Findings revealed that self-cause congruence may be an important factor in determining Millennial consumers’ responses to a CRM initiative for LGBTQ homeless youth; whereas, message frame/appeal may be less important for generating response to such an initiative. Findings also indicated that gender, information processing, guilt, and skepticism influenced Millennial consumers’ attitudes toward brand, attitudes toward cause, and behavioral intentions toward the CRM initiative. These findings offer implications for brands/companies that may wish to engage in CRM initiative in support of sensitive social causes. By addressing a sensitive social cause—LGBTQ homeless youth—findings provide an original contribution to the CRM literature. Findings reveal that self-cause congruence is an important predictor of behavioral intention toward the LGBTQ social cause. This provides an implication for marketers who want to target their relationship-building efforts toward individuals who have demonstrated prior engagement with a social cause. Findings also have implications for brands/companies that wish to develop CRM initiatives for controversial causes. |
| first_indexed | 2024-12-12T06:40:42Z |
| format | Article |
| id | doaj.art-2a724752e5344bdeac883a6115d7bcc7 |
| institution | Directory Open Access Journal |
| issn | 2076-0760 |
| language | English |
| last_indexed | 2024-12-12T06:40:42Z |
| publishDate | 2019-08-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Social Sciences |
| spelling | doaj.art-2a724752e5344bdeac883a6115d7bcc72022-12-22T00:34:20ZengMDPI AGSocial Sciences2076-07602019-08-018824010.3390/socsci8080240socsci8080240Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless YouthCammie Hensley0Sonali Diddi1Karen Hyllegard2Department of Design and Merchandising, College of Health and Human Sciences, Colorado State University, Fort Collins, CO 80524, USADepartment of Design and Merchandising, College of Health and Human Sciences, Colorado State University, Fort Collins, CO 80524, USADepartment of Design and Merchandising, College of Health and Human Sciences, Colorado State University, Fort Collins, CO 80524, USAThis study explored Millennial consumers’ responses to a cause-related marketing (CRM) initiative for a sensitive social cause—lesbian, gay, bisexual, transgender and queer (LGBTQ) homeless youth. Qualitative and quantitative research methods were employed to examine the effectiveness of CRM in generating financial support for LGBTQ homeless youth. Findings revealed that self-cause congruence may be an important factor in determining Millennial consumers’ responses to a CRM initiative for LGBTQ homeless youth; whereas, message frame/appeal may be less important for generating response to such an initiative. Findings also indicated that gender, information processing, guilt, and skepticism influenced Millennial consumers’ attitudes toward brand, attitudes toward cause, and behavioral intentions toward the CRM initiative. These findings offer implications for brands/companies that may wish to engage in CRM initiative in support of sensitive social causes. By addressing a sensitive social cause—LGBTQ homeless youth—findings provide an original contribution to the CRM literature. Findings reveal that self-cause congruence is an important predictor of behavioral intention toward the LGBTQ social cause. This provides an implication for marketers who want to target their relationship-building efforts toward individuals who have demonstrated prior engagement with a social cause. Findings also have implications for brands/companies that wish to develop CRM initiatives for controversial causes.https://www.mdpi.com/2076-0760/8/8/240cause-related marketinginformation processingLGBTQ homeless youthmessage framingself-schemaskepticism |
| spellingShingle | Cammie Hensley Sonali Diddi Karen Hyllegard Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth Social Sciences cause-related marketing information processing LGBTQ homeless youth message framing self-schema skepticism |
| title | Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth |
| title_full | Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth |
| title_fullStr | Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth |
| title_full_unstemmed | Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth |
| title_short | Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth |
| title_sort | millennial consumers responses to cause related marketing in support of lgbtq homeless youth |
| topic | cause-related marketing information processing LGBTQ homeless youth message framing self-schema skepticism |
| url | https://www.mdpi.com/2076-0760/8/8/240 |
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