Visual Style of Cause-Related Marketing and Purchase Intention in Prosocial Fashion

DOI

10.2991/978-94-6463-817-2_18How to use a DOI?

Keywords

Brand attitude; Brand familiarity; perceived self-serving motives; Visual style of cause-related marketing

Abstract

This study explored how a cause-focused visual style in cause-related marketing (CRM) affects purchase intentions by mediating roles of perceived self-serving motives, brand familiarity, and brand attitude in the context of pro-social fashion brands. Utilizing a quantitative approach, a sample of 233 respondents was taken through simple random sampling (SRS). The sample size was determined based on the requirements of the analytical tools employed, with analysis conducted using the structural equation model (SEM) approach with the assistance of SMART-PLS 4.0. This research finds that brand attitude is the highest mediation effect that mediates the cause-focused visual style’s impact on purchase intention. Additionally, perceived self-serving motives, brand familiarity, and brand attitude also mediate the relationship between the cause-focused visual style of CRM and purchase intention serially. Interestingly, though mostly insignificant in influencing purchase intention, self-serving motives become negligible for customers already familiar with the brand. This suggests that brand familiarity fosters a positive brand attitude that mitigates concerns over the company’s self-serving motives and leads to purchase intentions for fashion brand products. Marketers are advised to prioritize customer needs and incorporate messages centered on social objectives in CRM campaigns for fashion brands, as the visual style will not directly impact purchase intention without reinforcing brand familiarity and brand attitude. Moreover, insights from the mediation analysis offer strategies to enhance the effectiveness of CRM campaigns by mitigating the adverse effects of the company’s self-serving motives.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Pitri Yanti
AU  - Ratih Hurriyati
AU  - Vanessa Gaffar
AU  - Bambang Widjajanta
PY  - 2025
DA  - 2025/09/12
TI  - Visual Style of Cause-Related Marketing and Purchase Intention in Prosocial Fashion
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 145
EP  - 152
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_18
DO  - 10.2991/978-94-6463-817-2_18
ID  - Yanti2025
ER  -