FORMATION OF CONSUMER ATTITUDE THROUGH CAUSED RELATED MARKETING ACTIVITY IN HEDONIC AND LOW INVOLVEMENT PRODUCT

Abstract: Marketing  activity  that  involving  social  organization,  called  cause  related  marketing (CRM), it popularly applied on so many product and service marketing activity. Using signal  theory,  this  research  empirically  test  consumer’s  attitude  establishment  in  two different  brands  that  alliance  to  each  other,  also  the  impact  to  consumer’s  purchase intentions.  Research  design  was  experimental  research  with  2  x  2  factorial  designs. Experimental  activity  involved  two  different  kinds  of  brand  which  were  including  to experience product, hedonic product, and low involvement, which are Cofeemix instant coffee  and  Van  Houten  chocolate  bar,  with  two  different  social  organizations, Greenpeace and WALHI. Research finding showed that the activity of CRM effectively influence  on  consumers'  purchasing  intentions  for  those  brands;  even  though  the variable of consumer’s attitude 

Keyword: Cause related marketing, attitude, signal theory

Author: Singgih Santoso

Journal Code: jpmanajemengg130083

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