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
Author: Singgih Santoso
Journal Code: jpmanajemengg130083
