The influence of brand familiarity and product type on consumer responses to cause-related marketing

This study investigates the effects of brand familiarity and product type on consumer responses to cause-related marketing (CRM). The study uses the involvement construct to categorize the products and assesses the general reaction of consumers to CRM campaigns in low-CRM-awareness situation. This study utilizes a classical experimental design with 202 respondents and analyzes the results using repeated-measures ANOVA and paired t-tests. The results show that brand familiarity and its interaction with product type are influential on consumer responses. The study demonstrates the favorable reaction of consumers to cause-related ads, even in an atmosphere that familiarity with the practice of CRM is low. Finally, the paper closes with implications of findings along with a justification using relevant theories.