The Influence of Cause Related Marketing Towards Purchase Intention in Local Fashion Brands Indonesia


Cause-Related Marketing (CRM) becomes an increasingly popular nowadays as a used tool by companies operating in the market. CRM campaign represents form of a partnership in a creative manner which companies, nonprofit organization, and customers makes charities for collective benefits and believed as the most effective marketing strategy for company rather than other strategies, as customers have shifting paradigms in perception and recognition towards products that they are increasingly looking for products or brand that also have positive shared value in the surroundings or called the societal marketing concept. CRM used by brand marketers who believes that this approach significantly helps to improve the purchase intention. Knowing that, researcher want to get more inclusive and realistic understanding about it. The purpose of this research study is to analyze the influence of CRM towards purchase intention in local fashion brands Indonesia. Using simple regression analysis, the researcher will gather data from about 150-400 samples using purposive sampling method by spreading questionnaire via online.

Keywords: Cause Related Marketing; Purchase Intention, Local Fashion Brands

[1] Veronika, S. (2013). Motivation of Online Buyer Behavior. Journal of Competitiveness, 5(3), 15. doi:10.7441/joc.2013.03.02

[2] Motilewa, D., Worlu, R. E., & Agboola, M.B. (2016). Creating Shared Value: A Paradigm Shift from Corporate Social Responsibility to Creating Shared Value. International Scholarly and Scientific Research & Innovation, 10(8).

[3] Kim, H. J., Kim, J. I., & Han, W. H. (2005). The Effects of Cause-Related Marketing on Company and Brand Attitudes. Seoul Journal of Business. 11(2).

[4] Cone Communications/Ebiquity. (2015). Global CSR Study.

[5] Alcheva, V., Cai, Y., & Zhao, L. (2009). Cause Related Marketing: How does a cause-related marketing strategy shape consumer perception, attitude and behavior?. (Unpublished master’s thesis). Kristianstad University, Kristianstad, Sweden.

[6] Maignan, I., & Ralston, D.A., (2002). Corporate social responsibility in Europe and the US: insights from businesses’ self-presentations. Journal of International Business Studies, 33(3). 1-2.

[7] Anghel L. D., Grigore G. F., & Roşca M. (2009). Cause-Related Marketing, Part of Corporate Social Responsibility and Its Influence Upon Consumers’ Attitude. pp. 72-73.

[8] Heidarian, E., & Bijandi, M. (2015). The Role of Cause-related Marketing on Brand Image Perception in the Garment Industry. International Journal of Academic Research in Business and Social Sciences. 5(6). DOI: 10.6007/IJARBSS/v5-i6/1696.

[9] Adkins, S. (2003). Cause-Related Marketing: Who Cares Wins (1st ed.). Great Britain: Reed Educational and Professional Publishing. pp 669-693.

[10] Farache, F., Perks, K. J., Wanderley, L. S. O., & Filho, J. M. S. (2008). Cause-Related Marketing: Consumer’s Perceptions and Benefits for Profit and Non-Profit Organizations.

[11] Westberg, K. J. (2004). The Impact of Cause-Related Marketing on Consumer Attitude to the Brand and Purchase Intention: A Comparison with Sponsorship and Sales Promotion. (Unpublished master’s thesis). Griffith University, South East Queensland, Australia.

[12] Shabbir, S., Kaufmann, H. R., Ahmad, I., & Qureshi, I. M. (2010). Cause related marketing Campaigns and Consumer Purchase Intentions: The Mediating Role of Brand Awareness and Corporate Image. African Journal of Business Management, 4(6).

[13] Beek, L. V. (2010). The Influence of Cause-Related Marketing on Brand Awareness, Depending on Type of Organizations. (Unpublished master’s thesis). Tilburg University, Tilburg, Netherlands.

[14] Bekraf. (2016). Number of Creative Economy Companies in Indonesia.

[15] Ozsomer, A. (2012). The Interplay Between Global and Local Brands: A Closer Look at Perceived Brand Globalness and Local Iconness. Journal of International Marketing, 20(2). pp.72-95.

[16] Jakpat. (2015). Indonesia Local Fashion Brands Survey Report.

[17] Varadarajan P. R. & Menon, A. (1988). Cause related marketing: a coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52(3). pp60-63.

[18] Broderick, A., Jogi, A., & Garry, T. (2003). Tickled Pink: The Personal Meaning of Cause-Related Marketing for Customers. Journal of Marketing Management. DOI: 10.1362/026725703322189968.

[19] Kiong, T. P., Yin-Fah, B. C., Gharleghi, B., & Samadi, B. (2015). Purchase Intention of International Branded Clothes Fashion among Younger’s in Jakarta. International Journal of Business and Social Research, 5(8).

[20] Tariq, M., Abbas, T., Abrar, M., & Iqbal, A. (2017). EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image. Pakistan Administrative Review, 1(1), 84-102.

[21] Papasolomou, I. (2008). The practice of Cause Related Marketing in Small and Medium Enterprises (SMEs): The case of BMW in Cyprus. International Journal of Management Cases.

[22] Polonsky, M. J. & Macdonald, E. K. (1999). Exploring the link between cause-related marketing and brand building. International Journal of Nonprofit and Voluntary Sector Marketing, 5(1).

[23] Garg, B. (2007). Cause Related Marketing and its Impact on Corporate Brand Image and Sales.International Marketing Conference on Marketing & Society.

[24] Maholtra, N. K. (2010). Marketing Research: An Applied Orientation 6th Edition. Pearson.

[25] Hou, J., Du, L., & Li, J. (2008). Cause’s attributes influencing consumer’s purchasing intention: empirical evidence from China. Asia Pacific Journal of Marketing and Logistics. 20(4). DOI 10.1108/13555850810909704