Overcoming skepticism towards cause related claims: the case of Norway

摘要

Purpose - This study, conducted in Norway, aims to investigate whether increasing consumers'rnfamiliarity by repeating cause related marketing (CRM) claims helps in reducing their skepticismrntowards CRM campaigns. It also seeks to test whether the relationship between familiarity andrnskepticism may be moderated by skepticism towards advertising in general.rnDesign/methodology/approach-A single factor experimental design with four levels of claimrnrepetition was utilized to test the hypothesized effects between claim repetition, familiarity, skepticismrntowards advertising and skepticism towards CRM claim.rnFindings - The findings support the hypothesized effects. Repeating claims helps in overcomingrnskepticism towards CRM claims and also reduces the adverse effects of skepticism towardsrnadvertising.rnResearch limitations/implications - The paper does not measure the kind of thoughts that resultrnfrom the repetitions nor does it account for the effect of using a variety of sources for providing therninformation instead of just one.rnPractical implications - The study demonstrates that marketers can overcome skepticism towardsrnCRM with repetitions of claims, that awareness and credibility can be created by familiarizing thernmarket with the campaign. This is especially beneficial for a lesser known company that can usernrepeated CRM claims to gain familiarity and create positive attitudes.rnOriginality/value - This paper draws a parallel between general advertising and CRMrncommunications to show that important findings from advertising are not only applicable to CRMrncampaigns but also critical to its success.