Cause-related marketing and consumer purchasing behaviour : consumer scepticism as a moderator and brand equity as mediator

Abstract

This study investigates the relationship between cause-related marketing and consumer purchasing behaviour in Ghana, using brand equity as a mediator and consumer scepticism as a moderator. With increased use of CRM strategies by companies aiming to boost sales and enhance brand image, it is essential to understand the factors shaping consumer reactions in this emerging market context. Using a quantitative approach, data were collected through convenience sampling from shoppers at two major retail malls in different locations. The collected data were analyzed using partial least squares structural equation modeling to test the proposed relationships. The findings indicate that CRM has a positive impact on consumer purchasing behaviour, but this effect is significantly weakened when consumer scepticism is high. Brand equity plays a crucial mediating role by fostering positive consumer perceptions of CRM, thus enhancing purchase intentions. The study underscores the importance of aligning corporate social initiatives closely with core brand identity and adapting CRM strategies to local cultural contexts, particularly in global marketing efforts. Additionally, the study highlights the need for regulatory frameworks to standardize CRM disclosure practices and stresses the importance of consumer education to build trust and engagement in CRM initiatives. By addressing this gap in literature on CRM in emerging economies, this research provides practical insights for businesses seeking to optimize socially conscious marketing. Theoretically, it integrates attribution theory with Aaker’s brand equity model to deepen understanding of the psychological mechanisms influencing consumer responses to CRM. This study offers direction for future research and guidance for CRM implementation in emerging markets.