Global Versus Local Cause-Related Marketing: Moderating Effects of Country-of-Origin and Individual Cultural Orientation

摘要

Empirical findings on whether a local-scoped or a global-scoped cause-related marketing campaign is more effective have been mixed, suggesting the existence of boundary conditions(i.e., additional moderators)to the effect of cause scope, which is often operationalized as proximity of the cause.This research investigates the main effect of proximity of the cause(local vs.global)on perceived consumer effectiveness, which is defined as one's belief about the impact of his/her purchase, and ultimately purchase intention.Further, the current study also examines the moderating effects of MNC's country-of-origin as well as consumers’cultural orientation.