Students' perspectives on cause-related marketing: The case study of the book publishing industry
Main Article Content
The book publishing industry and its market in Iran are not very prosperous for various reasons, and activists in this situation need to apply some cause-related marketing (CRM) strategies to attract customers. For this reason, this study was conducted to determine the perspectives of university students on CRM in the book publishing industry. The survey research design was used to achieve the objective of the study. Literature and humanities university students from University of Tehran, Iran, were identified as the target group to gauge their perspectives on CRM by book publishers. This is due to the importance of books in humanities and studying literature. A total of 261 (81.5% response rate) students completed the survey questionnaire. The findings demonstrate that CRM by book publishers and bookstores influences on students purchasing decisions. In this regard, it was vital for students as customers to know where the book publishers or booksellers spent their money on. Findings on various charity’s affairs practices on spending book purchase money showed that the top priority are related to books, education, and children. Since students tend to purchase textbooks, it is suggested that textbook publishers take the lead in CRM through mass media, online advertising, social web and messaging platforms to help introduce and institutionalize this marketing strategy. As this is the first study in Iran that reports students’ perspectives in applying CRM strategies to attract customers in buying books, it has paved the way for further research. It would be useful to make more informed decisions about CRM strategies in the Iranian publishing and book industry and creating a positive effect on book purchase intention.
It is a condition of publication that manuscripts submitted to the journal have not been published, accepted for publication, nor simultaneously submitted for publication elsewhere. By submitting a manuscript, the author(s) agree that copyright for the article is transferred to the publisher, if and when the manuscript is accepted for publication.
Adkins, S. 1999. Cause Related Marketing: Who cares wins, Reed Educational and Professional Publishing Ltd: Oxford.
Afzali, A. and Aboojafari, R. 2018. Investigating the challenges of Iran's publication: A proposal of economic indicators and innovation. Critical Studies in Texts & Programs of Human Sciences, Vol. 18, no. 9:1-17.
Alcheva, V., Cai, Y. and Zhao, L. 2009. Cause related marketing: How does a cause related marketing strategy shape consumer perception, attitude and behavior. Master’s Thesis., Kristianstad University, Kristianstad, Sweden. Available at: https://researchportal.hkr.se/ws/portalfiles/portal/35088444/FULLTEXT01.pdf.
Amini, M. and Pashootanizadeh, M. 2019. Assessing the satisfaction of teenagers at risk and vulnerable to social damages of young adults’ publications in Iran based on the CSI model. Collection and Curation. Vol. 38 no. 1: 1-8. Available at: https://doi.org/10.1108/CC-03-2018-0003.
Bergstén, A. and Olsson, C. 2014. Cause-related marketing-a worthwhile cause?: A quantitative study among Swedish Generation Y. Bachelor's Thesis. Halmstad University, Halmstad, Sweden.
Brown, T.J. and Dacin, P.A. 1997. The company and the product: Corporate associations and consumer product responses. Journal of Marketing, Vol. 61, no. 1:68-84.
Burguete, J.L.V. 2022. Cause-related marketing: Case studies from a global perspective (Springer, 2021). Responsibility and Sustainability, Vol. 7, no. 1: 69–71. Available at: https://doi.org/10.5281/zenodo.6582848.
Chang, C.T. and Chu, X.Y.M. 2020. The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence. Journal of the Academy of Marketing Science, Vol. 48, no. 2: 203-221.
Chen, Z. and Huang, Y. 2016. Cause-related marketing is not always less favorable than corporate philanthropy: The moderating role of self-construal. International Journal of Research in Marketing, Vol. 33, no. 4:868-880.
Fan, Y.W. and Miao, Y.F. 2012. Effect of electronic word-of-mouth on consumer purchase intention: The perspective of gender differences. International Journal of Electronic Business Management, Vol. 10, no. 3: 175.
Fehrm, C. and Wikström, E. 2009. Cause-related marketing: En undersökning av generation y’s attityder till CRM-begreppet. Master's Thesis. Uppsala University, Uppsala, Sweden. Available at: https://www.diva-portal.org/smash/get/diva2:321679/ FULLTEXT01.pdf.
Furman, A. and Maison, D. 2020. Influence of different cause-related marketing (CRM) strategies on consumer decision making. Procedia Computer Science, Vol. 176: 2979-2988.
Galan-Ladero, M. M., Galera-Casquet, C. and Alves, H. 2021. Cause-related marketing: Case studies from a global perspective: Springer Nature.
Giebelhausen, M., Chun, H.H., Cronin, J.J. and Tomas, G.M.H. 2016. Adjusting the warm-glow thermostat: How incentivizing participation in voluntary green programs moderates their impact on service satisfaction. Journal of Marketing, Vol. 80, no. 4: 56-71.
Giebelhausen, M., Lawrence, B., Chun, H.H. and Hsu, L. 2017. The warm glow of restaurant checkout charity. Cornell Hospitality Quarterly, Vol. 58, no. 4:329-341.
Hashem, T. N. and Niqresh, M.A. 2020. Can cause-related marketing (CRM) ‘Light’up the brand image? An insight into the perceptions of Jordanian consumers. European Journal of Business and Management, Vol. 12, no. 36: 9-17.
Hawkins, S.A., Hoch, S.J. and Meyers-Levy, J. 2001. Low-involvement learning: Repetition and coherence in familiarity and belief. Journal of Consumer Psychology, Vol. 11, no. 1:1-11.
Heidarian, E. and Bijandi, M. 2015. The role of cause-related marketing on brand image perception in the Garment industry. International Journal of Academic Research in Business and Social Sciences, Vol. 5, no. 6: 416-422.
Johansson, L., Liljenberg, C. and Nordin, C. 2016. Cause related marketing - The determining factors behind consumers’ intention to participate in different types of cause related marketing campaigns. Master's Thesis, Linnaeus University, Vaxjo, Sweden.
Khaneheketab. 2022. Statistical report of book publication. Available at: https://ketab.ir/PublicationStatistics.
Koschate-Fischer, N., Huber, I.V. and Hoyer, W.D. 2016. When will price increases associated with company donations to charity be perceived as fair? Journal of the Academy of Marketing Science, Vol. 44, no. 5: 608-626.
Kotler, P. and Lee, N. 2008. Corporate social responsibility: Doing the most good for your company and your cause: John Wiley & Sons.
Lucyna, W. and Hanna, H. 2016. Prosumption use in creation of cause related marketing programs through crowdsourcing. Procedia Economics and Finance, Vol. 39:212-218.
Mohammed, A. A. and Rashid, Basri. 2012. Customer Relationship Management (CRM) in hotel industry: A framework proposal on the relationship among CRM dimensions, marketing capabilities, and hotel performance. International Review of Management and Marketing, Vol. 2, no. 4: 220-230.
Pandey, S., Chawla, D., Jeong, L.S., Bautista, R.J. and Santos, J.E. 2020. An experimental approach to examine the antecedents of attitude, intention, and loyalty towards cause-related marketing: the case of India and the Philippines. Global Business Review, Vol. 23, no. 2: 1252-1272.
Patel, J.D, Gadhavi,D.D. and Shukla, Y.S. 2017. Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention. International Review on Public and Nonprofit Marketing Vol. 14, no. 1: 1-18.
Pracejus, J.W., Douglas Olsen, G.D. and Brown, N.R. 2003. On the prevalence and impact of vague quantifiers in the advertising of cause-related marketing (CRM). Journal of Advertising Vol. 32, no. 4:19-28.
Rashid, A.A., Hamidizade, A., Esfidani, M.R. and Matin, H.Z. 2016. The effect of cause-related marketing on the consumer purchase intention: focusing on the meditating variables (studied on clients of Ghalamchi educational services). International Journal of Business Forecasting and Marketing Intelligence, Vol. 2, no. 3:233-247.
Riva, F., Uddin, M.R. and Rubel, M.R.B. 2019. Effect of customers’ attitude, involvement on purchase intention: Moderating effect of cause related marketing campaigns. International Journal of Marketing Studies, Vol. 11, no. 20: 75-86.
Robinson, S. R., Irmak, C. and Jayachandran, S. 2012. Choice of cause in cause-related marketing. Journal of Marketing, Vol. 76. no. 4:126-139.
Stole, I. 2006. Cause-related marketing: Why social change and corporate profits don’t mix. PRWatch. Centre for Media and Democracy (CMD). Available at: https://www.prwatch.org/node/4965#:~:text=Home-,%22Cause%2DRelated%20 Marketing%22%3A%20Why%20Social%20Change%20and,Corporate%20Profits%
Stumpf, M. and Teufl, I. 2014. Begriff und Abgrenzung von Cause related Marketing. In Cause Related Marketing, 5-26. Springer Gabler, Wiesbaden. Available at: https://doi.org/10.1007/978-3-8349-3718-6_2
Tynander, S. and Ekström, V. 2014. Cause-related marketing - Beneficial for the brand? A study in how consumers perceive CRM in a former criticized industry. Master's Thesis. Sodertorn University, Stockholm, Sweden.
Varadarajan, P.R. and Menon, A. 1988. Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, Vol. 52, no. 3:58-74.
Vrontis, D., Christofi, M. and Katsikeas, C.S. 2020. An assessment of the literature on cause-related marketing: Implications for international competitiveness and marketing research. International Marketing Review, Vol. 37, no. 5: 977-1012. Available at: doi: https://doi.org/10.1108/IMR-07-2019-0202.
Westberg, K. J. 2004. The impact of cause-related marketing on consumer attitude to the brand and purchase intention: A comparison with sponsorship and sales promotion. PhD. Thesis. Griffith University, Brisbane, Australia