This study aims to investigate consumers’ processing of cause-related advertisements that are representative of corporate cause-related marketing. In particular, this study considers consumers" information processing as a unidirectional linear process. It examines that course of the effects of consumers" empathy and sympathy generated during the process on each step of the process, ranging from advertisement attitudes, consumers" perception of corporate social responsibility activity (i.e., consumers" perception of CSR activity), and corporate image, to brand attitude. The main survey was conducted with consumers who resided in Seoul between November 1 and 14, 2015. A total of 250 questionnaires were distributed and 246 were collected. Following the exclusion of six incomplete or unanswered questionnaires, a total of 240 questionnaires were used in the final analysis. Data processing was performed using the SPSS ver. 15.0 and AMOS 7.0 programs. The results showed that there were positive relationships between all of the variables involved in the processing. Consumers" emotional response to cause-related advertisements is the best starting point for consumers" information processing. This study informs researchers and companies that caused-related advertisements can improve the consumers" emotional response and can be an effective alternative to high cost, but low efficiency, brand advertisements.
This study aims to investigate consumers’ processing of cause-related advertisements that are representative of corporate cause-related marketing. In particular, this study considers consumers" information processing as a unidirectional linear process. It examines that course of the effects of consumers" empathy and sympathy generated during the process on each step of the process, ranging from advertisement attitudes, consumers" perception of corporate social responsibility activity (i.e., consumers" perception of CSR activity), and corporate image, to brand attitude. The main survey was conducted with consumers who resided in Seoul between November 1 and 14, 2015. A total of 250 questionnaires were distributed and 246 were collected. Following the exclusion of six incomplete or unanswered questionnaires, a total of 240 questionnaires were used in the final analysis. Data processing was performed using the SPSS ver. 15.0 and AMOS 7.0 programs. The results showed that there were positive relationships between all of the variables involved in the processing. Consumers" emotional response to cause-related advertisements is the best starting point for consumers" information processing. This study informs researchers and companies that caused-related advertisements can improve the consumers" emotional response and can be an effective alternative to high cost, but low efficiency, brand advertisements.
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