The Role of Brand Image and Brand Love in the Relationship Between Perceived Cause-Related Marketing and Repurchase Intention
Keywords:
Brand Love, Cause-Related Marketing, Brand Image, Repurchase IntentionAbstract
This study aims to understand the relationship between perceived cause-related marketing (CrM) and customer retention through brand image and brand love. A total of 478 questionnaires were collected using the convenience sampling method from consumers in four major cities in Vietnam. The study utilises a partial regression approach for data analysis. The scales are evaluated through the measurement model analysis and linear structural model using the SmartPLS 3.0 software. The results reveal that the other direct hypotheses are supported except for the insignificant direct effect of perceived CrM on brand love. Additionally, this study identifies the sequential mediating roles of brand image and brand love. Both mediators significantly contribute to the relationship between perceived CrM and customer retention. The study also has implications for marketing managers in Vietnam's fast-moving consumer goods industry, providing insights into consumers' perceptions, behaviours, and attitudes towards CrM activities, particularly in the context of market competition and information turbulence. This study contributes to the theoretical basis by examining the mediating role of brand image and brand love in the relationship between CrM and customer retention in the consumer goods industry, particularly in the post-COVID-19 context.
References
Ahuvia, A., Batra, R., & Bagozzi, R. (2008). Brand love: towards an integrative model. ACR North American Advances in Consumer Research.
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Akhter, S. H. (2010). Service attributes satisfaction and actual repurchase behavior: the mediating influence of overall satisfaction and purchase intention. Journal of Consumer Satisfaction, Dissatisfaction Complaining Behavior, pp. 23, 52–64. Link: https://jcsdcb.com/index.php/JCSDCB/article/view/22
Albert, N., & Merunka, D. (2013). The role of brand love in consumer‐brand relationships. Journal of Consumer Marketing, 30(3), 258-266. https://doi.org/10.1108/07363761311328928
Aron, D. (2006). The effect of counter-experiential marketing communication on satisfaction and repurchase intention. Journal of Consumer Satisfaction, Dissatisfaction Complaining Behavior, pp. 19, 1-17. Link: https://www.jcsdcb.com/index.php/JCSDCB/article/view/5
Barone, M. J., Miyazaki, A. D., & Taylor, K. A. (2000). The influence of cause-related marketing on consumer choice: does one good turn deserve another? Journal of the Academy of Marketing Science, 28(2), 248–262. https://doi.org/10.1177/0092070300282006
Bavik, A. (2019). Corporate social responsibility and service-oriented citizenship behavior: A test of dual explanatory paths. International Journal of Hospitality Management, 80, 173–182. https://doi.org/10.1016/j.ijhm.2018.11.014
Bergkvist, L., & Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Journal of brand management, 17, 504-518. https://doi.org/10.1057/bm.2010.6
Bridges, E., Briesch, R. A., & Yim, C. K. B. (2006). Effects of prior brand usage and promotion on consumer promotional response. Journal of Retailing, 82(4), 295-307. https://doi.org/10.1016/j.jretai.2006.08.003
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing letters, 17, 79-89. DOI 10.1007/s11002-006-4219-2.
Chatterjee, K., Adhikary, K., Sen, S., & Kar, S. (2018). Identification and analysis of factors affecting consumer behavior in fast moving consumer goods sector. Business Perspectives, 17(1), 1-17. https://www.researchgate.net/profile/Kajal-Chatterjee/publication/323613283_Identification_and_Analysis_of_Factors_Affecting_Consumer_Behavior_in_Fast_Moving_Consumer_Goods_Sector/links/5aa00b8b45851543e63533c0/Identification-and-Analysis-of-Factors-Affecting-Consumer-Behavior-in-Fast-Moving-Consumer-Goods-Sector.pdf
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Choi, D., Chung, C. Y., & Young, J. (2019). Sustainable online shopping logistics for customer satisfaction and repeat purchasing behavior: Evidence from China. Sustainability, 11(20), 5626. https://doi.org/10.3390/su11205626
Christofi, M., Leonidou, E., & Vrontis, D. (2015). Cause–related marketing, product innovation and extraordinary sustainable leadership: the root towards sustainability. Global Business and Economics Review, 17(1), 93-111. https://doi.org/10.1504/GBER.2015.066533
Cuong, D. T. (2020). The impact of customer satisfaction, brand image on brand love and brand loyalty. Journal of Adv Research in Dynamical Control Systems, 12(6), 3151–3159. https://www.jardcs.org/abstract.php?id=6201
Davidow, M., & Leigh, J. H. (1998). The effects of organizational complaint responses on consumer satisfaction, word of mouth activity and repurchase intentions. Journal of Consumer Satisfaction, Dissatisfaction Complaining Behavior, pp. 11, 91-102. Link: https://www.jcsdcb.com/index.php/JCSDCB/article/view/197
Dean, D. H. (2003). Consumer perception of corporate donations effects of company reputation for social responsibility and type of donation. Journal of Advertising, 32(4), 91–102. https://doi.org/10.1080/00913367.2003.10639149
Emslie, L., Bent, R., & Seaman, C. (2007). Missed opportunities? Reaching the ethnic consumer market. International Journal of Consumer Studies, 31(2), 168-173. https://doi.org/10.1111/j.1470-6431.2006.00578.x
Ferraris, A., Giudice, M. D., Grandhi, B., & Cillo, V. (2020). Refining the relation between cause-related marketing and consumers purchase intentions: A cross-country analysis. International Marketing Review, 37(4), 651-669. https://doi.org/10.1108/IMR-11-2018-0322
Fiandrino, S., Busso, D., & Vrontis, D. (2019). Sustainable responsible conduct beyond the boundaries of compliance: Lessons from Italian listed food and beverage companies. British Food Journal, 121(5), 1035-1049. https://doi.org/10.1108/BFJ-03-2019-0182
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373. https://doi.org/10.1086/209515
Garg, R., Mukherjee, J., Biswas, S., & Kataria, A. (2015). An investigation of antecedents and consequences of brand love in India. Asia-Pacific Journal of Business Administration, 7(3), 174-196. https://doi.org/10.1108/APJBA-09-2014-0112
Grau, S. L., Garretson, J. A., & Pirsch, J. (2007). Cause-related marketing: An exploratory study of campaign donation structures issues. Journal of Nonprofit & Public Sector Marketing, 18(2), 69-91. https://doi.org/10.1002/nvsm.1452
Gould-Williams, J. (2007). HR practices, organizational climate and employee outcomes: evaluating social exchange relationships in local government. The International Journal of Human Resource Management, 18(9), 1627–1647. https://doi.org/10.1080/09585190701570700
Gumparthi, V. P., Srivastava, M., & Chatterjee, D. (2021). Turning point analysis of brand love trajectories. Journal of Consumer Satisfaction, Dissatisfaction Complaining Behavior, 34, 132-163. Link: https://jcsdcb.com/index.php/JCSDCB/article/view/466.
Hair Jr, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Los Angeles, California, US: Sage publications.
Halstead, D. (1989). Expectations and disconfirmation beliefs as predictors of consumer satisfaction, repurchase intention, and complaining behavior: an empirical study. Journal of Consumer Satisfaction, Dissatisfaction Complaining Behavior, pp. 2, 17-21. https://www.jcsdcb.com/index.php/JCSDCB/article/view/721
Hayes, A. F. (2013). Mediation, moderation, and conditional process analysis. Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Press.
Howie, K. M., Yang, L., Vitell, S. J., Bush, V., & Vorhies, D. (2018). Consumer participation in cause-related marketing: An examination of effort demands and defensive denial. Journal of Business Ethics, 147(3), 679-692. https://doi.org/10.1007/s10551-015-2961-1
Hsieh, M.-H., Pan, S.-L., & Setiono, R. (2004). Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis. Journal of the Academy of Marketing Science, 32(3), 251-270. https://doi.org/10.1177/0092070304264262
Hur, W. M., Ahn, K. H., & Kim, M. (2011). Building brand loyalty through managing brand community commitment. Management Decision, 49(7), 1194-1213. https://doi.org/10.1108/00251741111151217
Indarto, E. W., Suroso, I., Sudaryanto, S., & Qomariah, N. (2018). the Effect of Brand Image and Product Attributes on Customer Satisfaction and Customer Loyalty. Jurnal Aplikasi Manajemen, 16(3), 457-466. http://dx.doi.org/10.21776/ub.jam.2018.016.03.10
Joshi, R., & Garg, P. (2021). Role of brand experience in shaping brand love. International Journal of Consumer Studies, 45(2), 259–272. https://doi.org/10.1111/ijcs.12618
Karani, K. S. (2021). Forgiving a loved brand in the face of a transgression: An exploratory study. Journal of Consumer Satisfaction, Dissatisfaction Complaining Behavior, 34, 119-131. Link: https://www.jcsdcb.com/index.php/JCSDCB/article/view/403
Karjaluoto, H., Munnukka, J., & Kiuru, K. (2016). Brand love and positive word of mouth: the moderating effects of experience and price. Journal of Product & Brand Management, 25(6), 527-537. https://doi.org/10.1108/JPBM-03-2015-0834
Koschate-Fischer, N., Stefan, I. V., & Hoyer, W. D. (2012). Willingness to pay for cause-related marketing: The impact of donation amount and moderating effects. Journal of Marketing Research, 49(6), 910-927. https://doi.org/10.1509/jmr.10.0511
Lafferty, B. A. (2007). The relevance of fit in a cause–brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60(5), 447-453. https://doi.org/10.1016/j.jbusres.2006.09.030
Lahap, J., Ramli, N. S., Said, N. M., Radzi, S. M., & Zain, R. A. (2016). A study of brand image towards customer's satisfaction in the Malaysian hotel industry. Procedia-Social and Behavioral Sciences, 224, 149-157. https://doi.org/10.1016/j.sbspro.2016.05.430
Levy, S. J. (1999). Brands, consumers, symbols and research: Sidney J Levy on marketing: Sage.
Liang, H., Saraf, N., Hu, Q., & Xue, Y. (2007). Assimilation of enterprise systems: the effect of institutional pressures and the mediating role of top management. MIS Quarterly, 59-87. https://doi.org/10.2307/25148781
Littrell, M. A., Anderson, L. F., & Brown, P. J. (1993). What makes a craft souvenir authentic? Annals of Tourism Research, 20(1), 197-215. https://doi.org/10.1016/0160-7383(93)90118-M
Machin, J. E. (2016). Choosing by selecting or rejecting: How decision strategy influences consumer satisfaction. Journal of Consumer Satisfaction, Dissatisfaction Complaining Behavior, 29, 5-29. Link: https://jcsdcb.com/index.php/JCSDCB/article/view/238
Madadi, R., Torres, I. M., Zúñiga, M. Á. J. J. o. C. S., Dissatisfaction, & Behavior, C. (2021). A comprehensive model of brand love/hate. Journal of Consumer Satisfaction, Dissatisfaction Complaining Behavior, 34, 103–118. https://jcsdcb.com/index.php/JCSDCB/article/view/316
Mirzaee, N., Rad, M. K., & Molavi, N. (2013). An examination of the effect of brand's dimensions on loyalty of industrial customers. Journal of Research Development, 1(2), 1-14. https://platform.almanhal.com/Files/Articles/41088
Mohd Suki, N., Ramayah, T., & Mohd Suki, N. (2011). Understanding consumer intention with respect to purchase and use of pirated software. Information Management & Computer Security, 19(3), 195-210. https://doi.org/10.1108/09685221111153564
Moosmayer, D. C., & Fuljahn, A. (2010). Consumer perceptions of cause related marketing campaigns. Journal of Consumer Marketing, 27(6), 543-549. https://doi.org/10.1108/07363761011078280
Nguyen, N., & LeBlanc, G. (1998). The mediating role of corporate image on customers’ retention decisions: an investigation in financial services. International Journal of Bank Marketing, 16(2), 52-65. https://doi.org/10.1108/02652329810206707
Otero, C., & Wilson, G. P. (2018). Effects of brand love and brand equity on repurchase intentions of young consumers. International Review of Management Marketing, 8(4), 1-7. https://www.econjournals.com/index.php/irmm/article/view/6502
Patel, J. D., Gadhavi, D. D., & Shukla, Y. S. (2017). Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention. International Review on Public and Nonprofit Marketing, 14, 1-18. https://doi.org/10.1007/s12208-016-0151-1
Petty, R. E., & Cacioppo, J. T. (1979). Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses. Journal of Personality and Social Psychology, 37(10), 1915. https://psycnet.apa.org/doi/10.1037/0022-3514.37.10.1915
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903. https://psycnet.apa.org/doi/10.1037/0021-9010.88.5.879
Ricadonna, N. A., Saifullah, M., & Prasetyoningrum, A. K. (2021). The effect of trust and brand image on customer retention with customer loyalty as intervening variables to customers of sharia commercial banks. Jurnal Keuangan dan Perbankan, 25(2), 311-323. https://jurnal.unmer.ac.id/index.php/jkdp/article/view/5145
Robinson, S. R., Irmak, C., & Jayachandran, S. (2012). Choice of cause in cause-related marketing. Journal of Marketing, 76(4), 126–139. https://doi.org/10.1509/jm.09.0589
Saleem, H., & Raja, N. S. (2014). The impact of service quality on customer satisfaction, customer loyalty and brand image: Evidence from hotel industry of Pakistan. Middle-East Journal of Scientific Research, 19(5), 706-711. https://www.iosrjournals.org/iosr-jbm/papers/Vol16-issue1/Version-6/O01616117122.pdf
Santoro, G., Bresciani, S., Bertoldi, B., & Liu, Y. (2020). Cause-related marketing, brand loyalty and corporate social responsibility: A cross-country analysis of Italian and Japanese consumers. International Marketing Review, 37(4), 773-791. https://doi.org/10.1108/IMR-11-2018-0310
Spreng, R. A., Mackoy, R. D., & Droge, C. (1998). Confounds in the measurement of predictive expectations. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 11, 1-7. https://jcsdcb.com/index.php/JCSDCB/article/view/160
Srivastava, R. (2020). For brand alliance social or cause related marketing which one is better? A study in emerging markets. International Journal of Nonprofit Voluntary Sector Marketing, 25(2), e1656. https://doi.org/10.1002/nvsm.1656
Suhartanto, D., & Noor, A. A. (2012, January). Customer satisfaction in the airline industry: The role of service quality and price. In Asia Tourism Forum Conference (p. 6).
Surianto, M., Setiawan, M., Sumiati, S., & Sudjatno, S. (2020). Cause-related marketing campaigns and repurchase intentions: The mediating role of brand awareness, consumer attitude and corporate image. Management Science Letters, 10(14), 3235-3242. http://dx.doi.org/10.5267/j.msl.2020.6.015
Thomson, M., MacInnis, D. J., & Whan Park, C. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91. https://doi.org/10.1207/s15327663jcp1501_10
Tikoo, N., Bhat, A., Kachroo, J., Raina, N., Dwivedi, S., Singh, S., . . . Ali, J. (2016). Cause Importance and Cause Familiarity of the “Aashirvaad-Boond Se Sagar Initiative” of ITC in Jammu City. Agro-Economist, 3(2), 51-58. http://dx.doi.org/10.5958/2394-8159.2016.00011.6
Trasorras, R., Weinstein, A., & Abratt, R. (2009). Value, satisfaction, loyalty and retention in professional services. Marketing Intelligence & Planning, 27(5), 615-632. https://doi.org/10.1108/02634500910977854
Van den Brink, D., Odekerken‐Schröder, G., & Pauwels, P. (2006). The effect of strategic and tactical cause‐related marketing on consumers' brand loyalty. Journal of Consumer Marketing, 23(1), 15-25. https://doi.org/10.1108/07363760610641127
Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52(3), 58-74. https://doi.org/10.1177/002224298805200306
Wright, N. D., Larsen, V., & Higgs, R. (1995). Consumer satisfaction and the marketing of voluntarism: The case of Appalachian Mountain Housing. Journal of Consumer Satisfaction, Dissatisfaction Complaining Behavior, pp. 8, 188–197. https://www.jcsdcb.com/index.php/JCSDCB/article/view/563
Zhang, S., Peng, M. Y.-P., Peng, Y., Zhang, Y., Ren, G., & Chen, C.-C. (2020). Expressive brand relationship, brand love, and brand loyalty for tablet pcs: Building a sustainable brand. Frontiers in Psychology, 11, 231. https://doi.org/10.3389/fpsyg.2020.00231
Downloads
Published
Issue
Section
License
Each volume is copyrighted by Consumer Satisfaction, Dissatisfaction and Complaining Behavior. We encourage authors to submit published articles to research aggregators such as researchgate.net or academia.edu. You may use the PDF files from the published journal for submission to these aggregators.