Effects of Skepticism on Consumer Response toward Cause-related Marketing in Malaysia

Marhana Mohamed Anuar, Osman Mohamad

Abstract


Cause-related marketing (CRM) is a marketing tool that brings benefits to a sponsoring company, a cause and a consumer. Companies all over the world are showing greater interest in CRM because of the plethora of benefits it brings to key stakeholders and the increasing consumer concern over socially responsible consumption. However, despite the widespread adoption of CRM among companies, consumers may view CRM with skepticism. Using a survey method, this study examined whether or not Malaysians are skeptical toward CRM. Further, this study examined the impact of consumer skepticism on attitude toward and evaluation of CRM. The results showed that, in general, consumer skepticism toward CRM falls in the middle range. The results also showed that consumer skepticism significantly influences attitude toward CRM and CRM evaluation. Thus, some issues need to be taken into consideration by companies in order to reduce the level of consumer skepticism toward CRM.

Full Text: PDF DOI: 10.5539/ibr.v5n9p98

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

International Business Research  ISSN 1913-9004 (Print), ISSN 1913-9012 (Online)

Copyright © Canadian Center of Science and Education

To make sure that you can receive messages from us, please add the 'ccsenet.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.