cause-related marketing phenomena: the case of toms
TRANSCRIPT
Cause-Related Marketing Phenomena
Company: TOMS
Valeria AguerriFrancisco Silva
Bellakarina Solorzano
About TOMS
2
3
4
5
Sells & designs shoes1
Others: Eyewear, accessories, coffee
Cause-related marketing (CRM)
Altruistic and philanthropic brand image
For-Profit firm, Global Market
Consumers become
benefactors
Enhances corporate
image
Improves corporate credibility
Good attitude in
mind of buyers
Cause-Related MKT (CRM)
Methodology
Online Survey
• Qualtrics and SPSS.• Social Media Channels and E-mail.• 137 participants.
Ad Scenarios
• A social responsibility ad featuring (a) high price ($70) and (b) low price ($40).
• A regular ad featuring (a) high price ($70) and (b) low price ($40).
Data AnalysisTh
e m
ajor
ity o
f pa
rtici
pant
s wer
e:
• Female (59%).• Between 25 to 44 years old.• Employed either full-time or part-time.• Had an annual household income between
$0 and $39,999.• Single.• Had a professional or 4-year degree.
Demographics
Attitude towards TOMS
Attitude towards TOMS
Attrative or Unattractive
Good or Bad
Positive or Negative
Attention getting or not
attention getting at all
Socially Responsible
or not Socially Responsible
Attitude towards TOMS measure by items good or bad, and attention getting or not attention getting at all.
Two-way ANOVA
Attitude towards TOMS
Ad Type Price
H1: Consumers’ attitude toward TOMS will be jointly influenced by ad type (social responsibility vs. non-social responsibility) and
price (high vs. low). • (a) for the social responsibility ad condition, their brand attitude will be more positive
when the price is low, rather than high, whereas• (b) for the non-social responsibility ad condition, their brand attitude will be more
positive when the price is high, rather than low.
Three-way ANOVA
Attitude towards TOMS
Ad Type
Price
Gender
H2: H1 will depend on gender.• (a) for male consumers, their attitude toward the brand will be jointly influenced by ad
type (social responsibility vs. non-social responsibility) and price (high vs. low)• (b) for female consumers, their attitude toward the brand will not be jointly influenced
by ad type (social responsibility vs. non-social responsibility) and price (high vs. low)
The analysis deemed as significant for Male
p=0.006
Isolated Results
The analysis deemed as not significant for Female p=0.595
Discussion• Attitude toward TOMS is more price
sensitive when Social condition is not shown in the ad.
Male
• Brand attitude was higher when the price is low, rather than high. There is a main effect of price in this case (p = .595).
Female
• Managers and marketers can develop marketing strategies based on the impact of ATBs perceived by Males and Females
Implications
Limitations1
• Data obtained was quantitative, limiting our ability to obtain in-depth data.
2• Only two out of four scales measuring Attitude Toward
the Brand were reliable.
3• Convenience sampling not representative of intended
sample population.
4• Response Errors: missed or skipped questions.
5• Incomplete Surveys and time constrain.