| dc.description.abstract | In the high competitive market nowadays, companies get struggle to
differentiate their products because of countless similar products appear every day;
especially, for the case of packaged food and beverage companies. Simultaneously,
consumers have more diverse choices for their product’s demand. To attract
consumer, companies are using new marketing tool known as Cause- related
marketing (CRM) with the main message that encourage consumers to make positive
impact to society through their purchasing, donate a small amount of purchasing price
to donation recipients. Even though this marketing tool is a good way for own
companies and for society, but it has not been successful as expected. One of the
reasons contributing to the failure is the design of critical campaign structure elements
(CSEs). They are individual message components selected for campaign and have the
ability to influence consumer’s intention and behavior. In this research, the impact of
2 factors: donation size (small, large) and donation recipient (well-known branded
organization, unknown branded organization, unbranded social cause) and the
interaction between 2 factors on the dependent variable consumer’s attitude and
intention to join in the CRM campaign are investigated. The current research uses a
factorial experimental design with manipulation of 2 donation size × 3 donation
recipients which is adopted from the research of Debbie Human and Nic S.
Terblanche (2012) Who Receives What? The Influence of the Donation Magnitude
and Donation Recepient in Cause-Related Marketing, publishedin Journal of
Nonprofit & Public Sector Marketing. 144 participants are randomly assigned to one
of 6 experimental conditions to explore their reaction to different manipulation.After
exploration of consumer’s attitude and intention with 2 critical CSEs in the context of
Vietnamese market, recommendation is suggested to companies who want to apply
CRM as their strategy in specific group of consumers. | en_US |
