A mixed-methods examination of cause-related marketing campaign characteristics, consumer perceptions, and behavioral outcomes: integrating intervening and contingency perspectives

Abstract

This thesis investigates the impact of cause-related marketing (CRM) campaign characteristics on consumer behavioral intent in Vietnam using a sequential explanatory mixed-methods approach. Grounded in the S-O-R framework and attribution theory, the model examines the mediating roles of Perceived brand sincerity (PBS) and corporate image (CoI), alongside the moderating effect of moral reasoning (MR). The quantitative phase (n=418, PLS-SEM) confirms that cause-brand fit, familiarity, and importance significantly drive behavioral intent through the proposed mediators, with moral reasoning acting as a key contingency factor. Insights from the qualitative study (n=13) clarify these results, showing that consumer skepticism erodes trust in product integrity. The data suggests that functional excellence acts as a quality prerequisite, meaning that CRM initiatives only yield results once a certain performance standard is met. The results provide strategic insights for firms to optimize CRM initiatives by prioritizing transparency and sincerity to mitigate whitewashing risks and build sustainable loyalty.