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

Cheng-Jui Tseng, Changjiang Tang

• Purpose: The main purpose of this study is to explore whether the Cause-Related Marketing effects of bank’s participation in public welfare activities will have a significant impact on consumers' purchase intentions. In this study, the consumer's perception of the marketing effect of good causes is tested by the experimental design method.

    Theoretical framework: The "Cause-Related Marketing", which combines business objectives with social responsibility of, has become a global trend in recent years.

    Design/methodology/approach: A questionnaire was distributed in front of the bank in the form of a questionnaire, and a total of 254 valid samples were obtained. After the test-taker read the DM advertising, they filled in the answer that best matches the question behind it.

    Findings: According to the data analysis results, we discover that there are significant differences between genders in the marketing effect or purchase intentions of the good cause. In addition, the bank's donation magnitude shows a significant positive relationship with the effects on the cause-related marketing for consumers.

    Research, practical and social implications: If a bank engages in public welfare activities, it will be more possible to attract consumers to have the interaction intention than the one which does not engage in public welfare activities.

    Originality/value: This study manipulates two independent variables of whether banks engage in public welfare activities and donation magnitude, and establish four different experimental scenarios by designing good-related marketing direct mail (DM) advertising.