Consumers' Perception of the Cause-Related Marketing Effects of Bank’s Participation

Purpose: The main purpose of this study is to explore whether the Cause-Related Marketing effects bank’s participation in public welfare activities will have a significant impact on consumers' purchase intentions. In study, consumer's perception marketing effect good causes tested by experimental design method. Theoretical framework: "Cause-Related Marketing", which combines business objectives with social responsibility of, has become global trend recent years. Design/methodology/approach: A questionnaire was distributed front bank form questionnaire, and total 254 valid samples were obtained. After test-taker read DM advertising, they filled answer that best matches question behind it. Findings: According data analysis results, we discover there are differences between genders or intentions cause. addition, bank's donation magnitude shows positive relationship cause-related for consumers. Research, practical implications: If engages activities, it be more possible attract consumers interaction intention than one does not engage activities. Originality/value: This manipulates two independent variables banks magnitude, establish four different scenarios designing good-related direct mail (DM) advertising.