The influence of cause-related marketing campaign structural elements on consumers’ cognitive and affective attitudes and purchase intention

This study explored middle- to high income consumers’ awareness and opinions of cause-related marketing the influences selected campaign structural elements on responses. The was conducted using qualitative focus groups a quantitative 2 × factorial experiment. A communications approach adopted investigate consumer responses communicated itself with education as beneficiary. research revealed that South African consumers are positively disposed toward in an educational context they prefer positive, prosocial messaging. experiment confirmed exert significant independent interactive intentions, attitudes, perceptions. low-involvement product, specific donation recipient, magnitude actual amount were found have most impact