AN EVALUATION OF CAUSE-RELATED MARKETING AND A SCALE DEVELOPMENT APPLICATION

Abstract

This study was conducted to develop a consumer driven scale for factors which have an effect on the tendency to participate in cause-related marketing campaigns. After detailed analysis, a scale was developed with 10 dimensions. Scale assessment was done based on a sample (n= 451) which was retained by convenience sampling methodology. The analysis process is as follows: Data analysis and normal distribution analysis for sample, explanatory factor analysis, reliability and validity analysis for explanatory factor analysis, confirmatory factor analysis, validity and reliability analysis for confirmatory factor analysis, and structural equation modeling. According to the research, scale which was developed contains factors as follows: brand cause fit, masculinity / femininity, uncertainty avoidance, willingness to help others, individualism, cause familiarity, brand image, brand familiarity, and willingness to participate in campaigns. This study aims to be a base for future research related to the factors which were developed.