Factors impacting responses to cause-related marketing in India and the United States: Novelty, altruistic motives, and company origin

This study explores attitudes toward cause-related marketing campaigns in two nations at different levels of development: India and the United States. The research assesses novelty as one of the underlying factors distinguishing attitudes toward such campaigns as well as perceptions of a company's motives. The report further argues that 1) the type of company sponsoring the campaign (national versus multinational), and 2) the location of the cause supported (national versus international) impacts the effectiveness of cause related marketing efforts. Results support the majority of the predictions. Indian consumers find cause-related marketing campaigns more novel and attribute higher levels of altruistic motives for companies engaging in this tactic than their American counterparts. Indian consumers are also more positive when campaigns are undertaken by an Indian company versus a multinational corporation. However, the beneficiary of the campaign (a local or worldwide charity) does not impact attitudes toward the campaign for either consumer group. The discussion addresses implications for marketers and researchers. (C) 2011 Elsevier Inc. All rights reserved.