عنوان انگلیسی مقاله:

Cause related marketing in the German retail sector: Exploring the role of consumers’ trust

ترجمه عنوان مقاله: بازاریابی حمایتی در بخش خرده فروشی آلمان: بررسی نقش اعتماد مصرف كنندگان

رشته: بازاریابی

سال انتشار: 2015

تعداد صفحات مقاله انگلیسی: 7 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

دانلود دانلود اصل مقاله

چکیده مقاله

Cause related marketing (CrM) has become one of the most dynamic marketing tools. CrM allows companies to signal their overall business culture regarding Corporate Social Responsibility (CSR) at the point of sale. More recently retail chains in Germany have started to use CrM as a strategy to differentiate themselves and their products and to secure customer loyalty in highly competitive markets. For consumers the information necessary to assess the fairness of the terms of a CrM campaign is in general not available. Thus, trust becomes an important issue. The aim of our study is to understand the role of trust for the success of a CrM campaign. We consider consumers’ trust in a retailer’s CrM campaign for the success of a specific campaign as well as the role of consumers’ general trust in CrM and thus of potential spillover effects. The empirical study is based on a standardised online consumer survey carried out in Germany. Our hypotheses are tested using structural equation modelling (SEM). The results reveal that consumers’ trust in a retailer’s CrM campaign increases consumer’s loyalty in the retailer. We, in addition, show that general trust in CrM campaigns, a factor external to the influence of the retailer, has a significant influence on trust in a specific campaign. Based on our results we derive market and policy recommendations.

Keywords: Consumers’ trust, Cause related marketing (CrM), Corporate Social Responsibility (CSR), Retail sector, Structural equation modelling (SEM)

مقدمه مقاله

The German retail sector is characterized by high market saturation, low profitability and fierce competition (Spencer and Rehder, 2012). In 2010 the four largest retail chains accounted for 85% of all food sales in Germany (Bundeskartellamt, 2011). At the same time, the sector is confronted with increasingly critical and demanding consumers. Food products are required to be safe, of high quality, good taste and reasonably priced but they are also expected to be produced in a sustainable way, especially with regard to animal welfare, environmental degradation and social conditions (Hartmann et al., 2010).

To differentiate themselves and their products and to secure customer loyalty and trust in this competitive and demanding environment, many retail chains engage in corporate branding (Grewal et al., 2004). Private labels play a crucial role in this strategy (Burt and Sparks, 2002; Metrixlab, 2013). ‘Organic’ and ‘regional’ retail brands have been introduced by almost all large retail chains in Germany as part of a Corporate Social Responsibility (CSR)2 strategy. Connecting a retail brand to a cause related marketing (CrM) campaign is a more recent development. CrM can be defined as a strategic positioning and marketing tool which links a company or a brand to a relevant social cause or issue, for mutual benefit (Stumpf and Teufl, 2014).

دانلود ترجمه مقاله

 

مطالب مرتبط