Consumers' attitudes toward Cause-Related marketing : a comparison between Iran and Germany

The purpose of this study was to compare the effect of culture on consumers’ attitudes toward Cause-Related marketing between Iran and Germany by answering the following questions: A: What is consumer’s response concerning (1) skepticism toward CRM claim (2) attitude toward the CRM strategy, (3) attitude toward CRM brand personality, (4) attitude toward the CRM brand image and (5) CRM purchase intention (6) Warm glow? ; B: Do consumers respond differently to Cause-Related Marketing in Iran in comparison to Germany? C: Can cultural characteristics of the countries explain these differences? To answer the research questions, hypotheses were developed based on the literature which shape the research framework, in total containing 17 hypotheses. The data was gathered by questionnaire to make the research quantitative. By using convenience sampling, 564 responses were generated. The data was analysed by Structural Equation Modeling (SEM) and independent student t-test. Potential differences between Iran and Germany as well as moderation analysis are tested by critical ratio difference test as well as chi-square difference test using multiple- group analysis in AMOS. The results showed the importance of culture in applying CRM strategy. It can be said that CRM in a collectivistic culture like Iran can be successful as well as individualistic country like Germany. Although Iranian consumers were less familiar with this strategy, the benefits of CRM were similar in case of brand ...