Abstract
This study aims to investigate factors affecting customers’ trust, brand advocacy, and purchase intention in the context of cause-related marketing (CM) campaigns. Drawing on the Elaboration Likelihood Model (ELM), the study examines how central route factor, namely product knowledge and brand awareness, and peripheral route factors including media richness, content aesthetic quality, and brand-cause fit, shape customer trust in product and CM advertisements. Using data collected from 297 experienced e-commerce consumers and employing Partial Least Squares Structural Equation Modeling (PLS-SEM), the findings reveal that central route factors positively enhance trust in the product, whereas peripheral route factors significantly strengthen trust in CM advertisements. Furthermore, both trust in CM advertisements and trust in the product exert strong positive effects on brand advocacy and purchase intention.
Keywords: brand advocacy, cause-related marketing, purchase intention, elaboration likelihood model, trust transfer.
Để đọc toàn văn vui lòng nhấn vào xem chi tiết.
Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
