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The effect of cause-related advertising on consumer behaviour: evidence from retail sector in Greece
(2021) Zachmanoglou, Kyrillos-Vasileios; Ζαχμάνογλου, Κύριλλος-Βασίλειος; Athens University of Economics and Business, Department of Marketing and Communication; Painesis, Grigorios; Indounas, Konstantinos; Kokkinaki, Flora
The main research purpose of this study is to investigate the direct and indirect effects of cause-related advertising on brand attitude and consumer behaviour. The current research has been conducted through a deductive approach. Five hypotheses were made concering the relationship between the cause-related marketing traits and the brand attitude and consumer behaviour. In order to test the research hypotheses, an experiment was conducted. Three different advertisements were created (CRM-Traditional-Control) for the same fictional product and three different types of questionnaires were distributed. Respondents were randomly assigned to the experimental conditions. The results were analyzed through SPSS. The current thesis consists of five chapters. The first chapter provides the background related to CRM as well as the gap in literature that this research aims to address. In the following chapter a review of the extant empirical and theoretical studies is discussed in order to set the scene, understand the topic of CRM and find out the theories that dominate the field. The third chapter presents the methodology of the research as well as the objectives and research questions. The fourth chapter comprises of findings and analyses of the data. The fifth chapter comprises the conclusions, managerial implications, limitations and suggestions for further research derived from this dissertation.