Understating the model of consumer response to cause related marketing campaigns; a tool for catching people`s participation through companies

INTRODUCTION: As social and environmental problems is rapidly increasing, social responsibility is increasingly being more important. Now, worldwide profit and nonprofit organizations such as Red Cross Society are paying more attention to differentiate or improve their brands as well as the level of participations by charity-marketing campaigns. This study aimed to explore comprehensive factors that can influence consumer response in charity-marketing campaigns Iran context. METHODS: Using a qualitative grounded theory approach, consumer experiences about real cases of related campaigns in Iran market were addressed through deep interviews with 18 Iranian consumers. The analysis of data was done by the aid of NVivo software through a reciprocating process and principles of grounded theory. FINDINGS: The suggested inductive model advocated that charity-marketing campaigns (including structural-related campaign factors from organization side, structural-related campaign factors from social cause side, implementation-related campaign factors, and consumer-related factors) could affect consumer response pyramid. CONCLUSION: In addition to structural factors which often examined in past research, our findings suggest that implementation- and consumer-related factors can influence consumer’s response, and in planning charity-marketing campaigns, these vital factors must be notice.