Importance of cause-related marketing on consumer behaviour and brand consciousness: a University of KwaZulu-Natal student perspective.
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Date
2022
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Abstract
The study focuses on the impact of cause-related marketing (CRM) on consumer behaviour
and brand consciousness from a UKZN student perspective. The study aims to uncover the
effect of CRM on consumer attitudes towards brands, as well as whether or not CRM influences
purchase decisions. Additionally, the study aims to determine whether or not CRM enhances
the image of brands, creates brand awareness and encourages brand trial. Furthermore, the
study aims to uncover whether or not consumers would consider switching to a brand that is
affiliated to a CRM initiative, given price and quality were inconsequential to their purchase
decisions. The study also aims to uncover the effectiveness of CRM in building and
maintaining brand loyalty, as well as the influence of brand communication on social media on
purchase decisions. Lastly, the study will determine what influence word-of-mouth (WOM)
and electronic word-of-mouth (eWOM) have on UKZN students’ purchase decisions of brands
that support certain causes.
A sample of 261 students from the University of KwaZulu-Natal’s Westville Campus were
drawn using the convenience sampling technique. The data was collected through
questionnaires, which were analysed accordingly using descriptive and inferential statistics.
The results of the study show that there is a significant positive relationship between CRM on
students’ attitudes towards brands, the influence on their purchase decisions, their perceptions
of brand image, their awareness of brands and brand trial and their brand switching behaviour.
The results of the study show that CRM is effective in building brand loyalty and that social
media brand communication, as well as WOM and eWOM about CRM initiatives have an
influence on UKZN students’ purchase decisions of brands that support causes.
Recommendations from the results of the study provide insights into how marketers can adopt
creative strategies that may provide companies with a competitive advantage for successfully
implementing cause-related marketing initiatives.
Description
Masters Degree. University of KwaZulu-Natal, Durban.