The effects of brand-cause fit and campaign duration on cunsumer perception toward cause-related marketing in Ho Chi Minh City

Abstract

Purposes: The objective of this study firstly is to experimentally examine the effects of brand-cause fit and campaign duration on the responses toward Cause-Related Marketing of Ho Chi Minh City’s consumers (Vietnam). In detail, the responses were measured by company’s brand image, motivations in running the campaigns and buying intention perceived by consumers. Secondly, the study aims to evaluate the roles of age and previous philanthropic on the impact of cause related marketing in Ho Chi Minh City as well as Vietnam. Design/Methodology/Approach: An experiment design was used with 191 respondents completing a survey by direct interviews through all the content of the survey. Findings: Although both the brand-cause fit and the campaign duration were found affecting consumers’ responses, campaign duration seemed to have more positive effects.There was no significant data to confirm that different age ranges have any effects on consumers’ responses while the previous philanthropic experiences of the respondents were found to have strong effect on the buying or recommending intention of the respondents. Research limitations: The experiments relied on a fiction brand of a convenient product. This may make it difficult to generate the results to other kinds of product such as luxury products,...Secondly, although having found all of the methodology to avoid, the data might be bias due to the chosen cause. Practical Implications: The results show that CRM campaigns in Vietnam should be launched with a high brand-cause fit and long duration to raise the company’s brand image in the market. The Vietnamese marketer should focus on people who have philanthropic experience to gain better benefits in term of gaining buying intention from the customers. Value: This study contribute better understanding about Vietnamese consumers’ responses toward CRM campaigns especially when almost of the studies about this subjects were conducted in Western countries and there is a shortage of research in Asian countries.