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Research
Cause marketing campaigns have a positive effect on consumer commitment to brands
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Tuesday, 4/9/2024
Companies that develop marketing campaigns associated with causes create greater consumer commitment to the brand. This is the result of a study recently published in the Journal of Nonprofit and Public Sector Marketing, of which Joaquim Silva and Beatriz Casais are co-authors, both professors at EEG's Management Department.
The article, whose first author is Diana Pereira, who holds a master's degree in Marketing and Strategy from EEG, also points out that this effect of cause marketing is stronger when the brand has an essentially emotional component, when compared to a functional brand. In the case of an emotional brand, the effect is mediated by the fact that greater value is attributed to the brand.
The study was carried out using a questionnaire, which surveyed 268 individuals, and compared a brand classified as emotional and another brand classified as functional, both as marketing actions associated with causes.
The results of this study reinforce the importance of cause marketing as a strategic marketing element, given the positive effect it has on consumer response in terms of their relationship with brands.
See article: Diana Pereira, Joaquim Silva & Beatriz Casais (2024): Consumer Brand Engagement Fostered by Cause-Related Marketing in Emotional and Functional Brands, Journal of Nonprofit & Public Sector Marketing,
https://doi.org/10.1080/10495142.2024.2329258
Gabinete de Comunicação
Escola de Economia e Gestão
Universidade do Minho
Telefone: 253 604541
Email:
gci@eeg.uminho.pt
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