Cause-related marketing: it's applicability in hypermarket context
The concept of cause-related marketing (CRM) was not sufficiently studied in the context of hypermarket. The objective of this study is to discover if CRM enhances customers’ patronage behaviour towards a hypermarket and whether the absence of CRM in a hypermarket initiates a switching behaviour amo...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Faculty of Economics and Management, Universiti Putra Malaysia
2017
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| Online Access: | http://psasir.upm.edu.my/id/eprint/58273/1/%282%29Cause%20Related%20Marketing.pdf |
| _version_ | 1796976866775531520 |
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| author | Hong, Kay Tze Ng, Siew Imm Raja Yusof, Raja Nerina Kaliappan, Shivee Ranjanee |
| author_facet | Hong, Kay Tze Ng, Siew Imm Raja Yusof, Raja Nerina Kaliappan, Shivee Ranjanee |
| author_sort | Hong, Kay Tze |
| collection | UPM |
| description | The concept of cause-related marketing (CRM) was not sufficiently studied in the context of hypermarket. The objective of this study is to discover if CRM enhances customers’ patronage behaviour towards a hypermarket and whether the absence of CRM in a hypermarket initiates a switching behaviour among consumers. Therefore, five variables (attitude, CSR image, company-cause fit, education level and personal income) were examined for their influence on consumers’ patronage behaviour changes before and after the implementation of CRM. A total of 405 questionnaires were used for analysis. A paired-sample T-Test, one sample T-Test and multiple regression analyses were employed to analyse the research questions in this study. Results revealed that CRM implementation was able to produce two outcomes: customers’ patronage behaviour and customers’ switching behaviour. Also, factors such as attitude, CSR image and personal income were found to have different significant influences upon patronage behaviour increment across different hypermarkets. |
| first_indexed | 2024-03-06T09:31:54Z |
| format | Article |
| id | upm.eprints-58273 |
| institution | Universiti Putra Malaysia |
| language | English |
| last_indexed | 2024-03-06T09:31:54Z |
| publishDate | 2017 |
| publisher | Faculty of Economics and Management, Universiti Putra Malaysia |
| record_format | dspace |
| spelling | upm.eprints-582732018-01-04T09:20:11Z http://psasir.upm.edu.my/id/eprint/58273/ Cause-related marketing: it's applicability in hypermarket context Hong, Kay Tze Ng, Siew Imm Raja Yusof, Raja Nerina Kaliappan, Shivee Ranjanee The concept of cause-related marketing (CRM) was not sufficiently studied in the context of hypermarket. The objective of this study is to discover if CRM enhances customers’ patronage behaviour towards a hypermarket and whether the absence of CRM in a hypermarket initiates a switching behaviour among consumers. Therefore, five variables (attitude, CSR image, company-cause fit, education level and personal income) were examined for their influence on consumers’ patronage behaviour changes before and after the implementation of CRM. A total of 405 questionnaires were used for analysis. A paired-sample T-Test, one sample T-Test and multiple regression analyses were employed to analyse the research questions in this study. Results revealed that CRM implementation was able to produce two outcomes: customers’ patronage behaviour and customers’ switching behaviour. Also, factors such as attitude, CSR image and personal income were found to have different significant influences upon patronage behaviour increment across different hypermarkets. Faculty of Economics and Management, Universiti Putra Malaysia 2017 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/58273/1/%282%29Cause%20Related%20Marketing.pdf Hong, Kay Tze and Ng, Siew Imm and Raja Yusof, Raja Nerina and Kaliappan, Shivee Ranjanee (2017) Cause-related marketing: it's applicability in hypermarket context. International Journal of Economics and Management, 11 (2). pp. 301-319. ISSN 1823-836X http://www.ijem.upm.edu.my/vol11_no2/(2)Cause%20Related%20Marketing.pdf |
| spellingShingle | Hong, Kay Tze Ng, Siew Imm Raja Yusof, Raja Nerina Kaliappan, Shivee Ranjanee Cause-related marketing: it's applicability in hypermarket context |
| title | Cause-related marketing: it's applicability in hypermarket context |
| title_full | Cause-related marketing: it's applicability in hypermarket context |
| title_fullStr | Cause-related marketing: it's applicability in hypermarket context |
| title_full_unstemmed | Cause-related marketing: it's applicability in hypermarket context |
| title_short | Cause-related marketing: it's applicability in hypermarket context |
| title_sort | cause related marketing it s applicability in hypermarket context |
| url | http://psasir.upm.edu.my/id/eprint/58273/1/%282%29Cause%20Related%20Marketing.pdf |
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