Online Cause Related Marketing: The Impact of Brand Experience on consumer’s brand credibility perceptions, and the Moderating Influence of Consumer Cause Involvement in the UK retail sector.

Garrick, John

Abstract

Cause relate marketing (CRM) is one of the several forms of corporate social
responsibility (CSR) initiatives in which brands link the sale of products, and services
to the support for a cause or charity (NGO). Online CRM is a strategic and tactical
marketing tool for brands as digital marketing services are much more effective in
helping brands reach their target audience. In today's increasingly competitive and
dynamic marketplace, and despite the acknowledgement and theoretical support by
marketing academics and practitioners that consumers look for brands that provide
them with unique and memorable brand experiences, the concept of brand
experience is scare in the CRM domain. This study aims to address this gap in the
literature and empirically research the impact of CRM brand experience on
consumer brand credibility perceptions in the UK online retail context.
To achieve the aim of this study, a mixed method approach was employed, use of a
web-based self-administered questionnaire with 400 UK participants to collect data,
and personal interviews to enhance the validity of the research findings.
This study examines the quantitative data using SPSS version 28, and structural
equation modelling (SEM) techniques SmartPLS-SEM3. It employed thematic
analysis to analyse the qualitative data.
The findings confirm that sensory experience, affective experience, intellectual
experience, and behavioural experience form the dimensions of CRM brand
experience. The findings also confirm that CRM campaigns have a positive influence
on brand experience, and brand experience have a positive influence on brand
image. However, the role of CRM brand experience on consumer brand credibility
perceptions is realised via brand image.
The key contribution of this study is the conceptual framework that explains the
relationship of the antecedents and consequences of CRM brand experience. The
results of this study will help CRM managers identify the experiential needs of their
target audience as well as the type of marketing strategy needed to boost
consumer’s engagement in a CRM campaign. Finally, the study adds new light to
existing understanding on brand experience, and CRM managers are advised to
focus their efforts on delivering particular brand experience dimensions more
successfully. In conclusion, this study’s limitations and suggestions for further
research are presented.

Citation

Garrick, J. (2024). Online Cause Related Marketing: The Impact of Brand Experience on consumer’s brand credibility perceptions, and the Moderating Influence of Consumer Cause Involvement in the UK retail sector. (Thesis). University of Salford

• Thesis Type: Thesis
• Deposit Date: Mar 24, 2024
• Publicly Available Date: Jul 1, 2024
• Award Date: May 31, 2024