Repository logo
 

Millennial consumers' responses to cause-related marketing in support of LGBTQ homeless youth

Simple item page
dc.contributor.authorHensley, Cammie, author
dc.contributor.authorDiddi, Sonali, author
dc.contributor.authorHyllegard, Karen, author
dc.contributor.authorMDPI, publisher
dc.date.accessioned2019-08-20T18:37:54Z
dc.date.available2019-08-20T18:37:54Z
dc.date.issued2019-08-14
dc.description.abstractThis study explored Millennial consumers' responses to a cause-related marketing (CRM) initiative for a sensitive social cause—lesbian, gay, bisexual, transgender and queer (LGBTQ) homeless youth. Qualitative and quantitative research methods were employed to examine the effctiveness of CRM in generating financial support for LGBTQ homeless youth. Findings revealed that self-cause congruence may be an important factor in determining Millennial consumers' responses to a CRM initiative for LGBTQ homeless youth; whereas, message frame/appeal may be less important for generating response to such an initiative. Findings also indicated that gender, information processing, guilt, and skepticism influenced Millennial consumers' attitudes toward brand, attitudes toward cause, and behavioral intentions toward the CRM initiative. These findings offer implications for brands/companies that may wish to engage in CRM initiative in support of sensitive social causes. By addressing a sensitive social cause-LGBTQ homeless youth-findings provide an original contribution to the CRM literature. Findings reveal that self-cause congruence is an important predictor of behavioral intention toward the LGBTQ social cause. This provides an implication for marketers who want to target their relationship-building efforts toward individuals who have demonstrated prior engagement with a social cause. Findings also have implications for brands/companies that wish to develop CRM initiatives for controversial causes.
dc.description.sponsorshipPublished with support from the Colorado State University Libraries Open Access Research and Scholarship Fund.
dc.format.mediumborn digital
dc.format.mediumarticles
dc.identifier.bibliographicCitationHensley, C.; Diddi, S.; Hyllegard, K. Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth. Soc. Sci. 2019, 8, 240. https://dx.doi.org/10.3390/socsci8080240
dc.identifier.doihttps://dx.doi.org/10.3390/socsci8080240
dc.identifier.urihttps://hdl.handle.net/10217/196410
dc.languageEnglish
dc.language.isoeng
dc.publisherColorado State University. Libraries
dc.relation.ispartofOpen Access Research and Scholarship Fund (OARS)
dc.rights.licenseThis article is open access and distributed under the terms and conditions of the Creative Commons Attribution 4.0 International (CC BY 4.0).
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subjectcause-related marketing
dc.subjectinformation processing
dc.subjectLGBTQ homeless youth
dc.subjectmessage framing
dc.subjectself-schema
dc.subjectskepticism
dc.titleMillennial consumers' responses to cause-related marketing in support of LGBTQ homeless youth
dc.typeText

Files

Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
FACFOARS_Hensley_SS_2019.pdf
Size:
603.63 KB
Format:
Adobe Portable Document Format
Download

Collections

Open Access Research and Scholarship Fund (OARS)
Faculty Publications