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Cause Related Marketing: Peran Moral Identity Centrality, Brand Social Responsibility Image, Brand Emotional Attachment, dan Brand Experience dalam Mempengaruhi Intensi Membeli
Cause-related marketing (CRM) is referred to as a tactical strategy in an effort to attract consumers and generate profits, the process of which involves various factors in consumer purchasing decisions. This study aims to see whether there is an influence from the main variable of moral identity centrality, as well as other variables, namely brand social responsibility image, brand emotional attachment, and brand experience in influencing purchase intention. The method used in this research is a scenario-based survey with a CRM scenario attached to 2 cosmetic brands (Wardah and The Body Shop) with a pairing scenario involving environmental and educational causes. With a sample size of 431 respondents and using the multiple regression method, it was found that moral identity centrality, brand emotional attachment, and brand experience have a direct influence on purchase intention, but the moderation interaction of these three variables is not significant in influencing the relationship between moral identity centrality and purchase intention. Moral identity centrality has a significant influence on purchase intentions only for the CRM of The Body Shop, which has a consistent brand persona for concern towards nature preservation and education.Ada Tabel
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 12587 | PSB lt.2 - Karya Akhir | 1 |
| Penerbit | Depok: Program Studi Bisnis Islam Fakultas Ekonomi dan Bisnis Universitas Indonesia 2021 |
|---|---|
| Edisi | - |
| Subjek | Purchase intention Brand experience Cause Related Marketing Moral Identity Centrality Brand Social Responsibility Image |
| ISBN/ISSN | - |
| Klasifikasi | - |
| Deskripsi Fisik | xiv, 177 p. ; diagr. ; 30 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |