There have been many studies in the past on sponsorship and cause-related marketing, but few
authors have compared these two ways of performing charitable acts and studied welfare activity issues.Therefore, this study compares the effects of the methods by which an enterprise performs charitable acts (cause-related marketing/ sponsorship), and shows how different types of issues (correlation/
differential/ emergent) affect marketing benefits (enterprise image and purchase intention). The study used a quasi-experiment for its research and produced a 2 x 3 = 6 treatment design.
We formed some conclusions from the data analysis. (1) The different methods employed by an enterprise for doing good have a significant effect on purchase intention, with cause-related marketing having a better effect than sponsorship on purchase intention. But they do not have significantly different effects on enterprise image. (2) The different types of issues do not have significantly different
effects on marketing benefits. But, on average, the effect of the differential issue is higher than the other issues. (3) The congruence between an enterprise and issue has a positive effect on marketing benefits. In other words, the enterprise image and purchase intention can increase when the congruence between the enterprise and issue are high. (4) Consumers’ attitudes toward issues have a positive
association with marketing benefits. The more the consumer supports an issue, the more it can promote enterprise image and a purchase intention.
Relation:
Asian Journal of Management and Humanity Sciences 2(1-4):14-35
