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| Author: | Hyllegard, K.H. (et al.) |
| Title: | The influence of gender, social cause, charitable support, and message appeal on Gen Y's responses to cause-related marketing |
| Journal: | Journal of Marketing Management
2011 : FEB, VOL. 27:1-2, p.100-123 |
| Index terms: | consumer attitudes marketing gender |
| Freeterms: | cause marketing cause-related marketing |
| Language: | eng |
| Abstract: | The purpose of the article is to examine the influence of cause-related marketing on generation Y consumers' attitudes and purchase intentions towards an apparel brand. A questionnaire with an experimental design component was developed for this study. The results show that generation Y consumers are more likely to create positive attitudes towards an brand when charitable support is communicated. Attitude towards brand, subjective norm, evaluation of the advertisement and involvement in social cause predict consumers purchase intentions. |
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