Cause-related marketing, brand loyalty and corporate social responsibility: A cross-country analysis of Italian and Japanese consumers

Santoro, G., Bresciani, S., Bertoldi, B. and 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). pp. 773-791. ISSN 0265-1335 doi: 10.1108/IMR-11-2018-0310

Abstract/Summary

Purpose The purpose of this paper is to investigate consumer’s attitude towards cause-related marketing (CRM). In detail, it aims to assess the relationship between CRM and consumer’s brand loyalty, and whether this relationship is moderated by consumer’s perception of corporate social behaviours. Moreover, the research looks for differences in the above relationship on two samples of consumers born and living in different countries and therefore with different cultural backgrounds. Design/methodology/approach The research adopts a quantitative methodology using a survey conducted among Italian and Japanese consumers. Ordinary least square regressions models are developed to test the hypotheses. Findings The findings of this paper indicate a positive relationship between the consumers’ perception of CRM and their brand loyalty perception, regardless the country of origin. Accordingly, the authors found a similar pattern of CRM perception among Italian and Japanese consumers. In addition, the authors found that CRM and the consumers’ perception of corporate social behaviours are not complementary, in the sense their joint effect does not affect consumer’s brand loyalty. Originality/value This is one of the first studies addressing the issue concerning the CRM perception of people with in different cultures. In this regard, this study suggests that CRM impacts on brand loyalty regardless the country of origin (Italy and Japan), and consumers’ characteristics such as age, gender, background. In addition, the study indicates that the perceived corporate social responsibility does not increase the effect of CRM on brand loyalty.