Cilt 14 Sayı 1 (2026): Business & Management Studies: An International Journal
Makaleler

Amaca yönelik pazarlama (CrM) kampanyalarında ürün türü ve ürün-dava uyumunun markaya yönelik tutum üzerindeki etkisi: Algılanan KSS çağrışımı ve yardımseverliğin rolü

PDF
  • Volkan Özbek,
  • Mehmet Selim Dikici,
  • Mehmet Emin Akkılıç,
  • Ümit Alnıaçık
Volkan Özbek
Prof. Dr., Balıkesir Üniversitesi, Balıkesir, Türkiye
Mehmet Selim Dikici
Dr. Öğr. Üyesi, Balıkesir Üniversitesi, Balıkesir, Türkiye
Mehmet Emin Akkılıç
Prof. Dr., Balıkesir Üniversitesi, Balıkesir, Türkiye
Ümit Alnıaçık
Prof. Dr., Kocaeli Üniversitesi, Kocaeli, Türkiye

Yayınlanmış 25.03.2026

Anahtar Kelimeler

  • Cause-Related Marketing, Attitude Toward the Brand, Product Type, Product-Cause Fit, CSR Associations, Altruistic Orientations
  • Amaca Yönelik Pazarlama, Markaya Yönelik Tutum, Ürün Türü, Ürün-Dava Uyumu, KSS Çağrışımı, Yardımseverlik Yönelimi

Nasıl Atıf Yapılır

Amaca yönelik pazarlama (CrM) kampanyalarında ürün türü ve ürün-dava uyumunun markaya yönelik tutum üzerindeki etkisi: Algılanan KSS çağrışımı ve yardımseverliğin rolü. (2026). Business & Management Studies: An International Journal, 14(1), 542-555. https://doi.org/10.15295/bmij.v14i1.2733

Telif Hakkı (c) 2026 Volkan Özbek- Mehmet Selim Dikici- Mehmet Emin Akkılıç- Ümit Alnıaçık

Creative Commons License

Bu çalışma Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License ile lisanslanmıştır.

Nasıl Atıf Yapılır

Amaca yönelik pazarlama (CrM) kampanyalarında ürün türü ve ürün-dava uyumunun markaya yönelik tutum üzerindeki etkisi: Algılanan KSS çağrışımı ve yardımseverliğin rolü. (2026). Business & Management Studies: An International Journal, 14(1), 542-555. https://doi.org/10.15295/bmij.v14i1.2733

Öz

Bu araştırmanın amacı, ürün türü (hedonik-faydacı) ve ürün-dava uyumunun (yüksek-düşük uyum) amaca yönelik pazarlama (CrM) kampanyalarının başarısındaki olası etkilerini ortaya koymaktır. Araştırmada ayrıca, firmanın kurumsal sosyal sorumluluk çalışmaları konusundaki tüketici algıları (KSS çağrışımı) ve tüketicilerin başkalarına yardım etmeye yönelik eğilimleri (yardımseverlik yönelimi) değişkenlerinin rolü de irdelenmektedir. Araştırmada, ürün türü ve ürün-dava uyumu değişkenleri senaryo temelli bir 2 × 2 deneysel tasarım aracılığıyla manipüle edilmiştir. Örneklem, kolayda örnekleme yöntemiyle seçilen 289 üniversite öğrencisinden oluşmaktadır. Hipotezler, bağımsız örneklem t-testi ve iki yönlü varyans analizleriyle test edilmiştir. Bulgular, ürün türü ve ürün-dava uyumunun markaya yönelik tutum üzerinde doğrudan anlamlı bir etkisi olmadığını; ancak bu iki değişkenin etkileşiminin anlamlı farklılıklar yarattığını göstermektedir. KSS çağrışımı ve yardımseverlik yönelimi değişkenleri eşlikçi değişkenler olarak modele dâhil edildiğinde, gruplar arasındaki markaya yönelik tutum farklılıklarının belirginleştiği görülmüştür. Araştırma bulguları CrM kampanyalarının başarısı açısından tartışılmış, işletmelere ve bu alanda çalışma yapacaklara önerilerde bulunularak çalışma sonlandırılmıştır.

PDF

Referanslar

  1. Agarwal, J., & Malhotra, N. (2005). An integrated model of attitude and affect: Theoretical foundation and an empirical investigation. Journal of Business Reseach, 58(4), 483–493. https://doi.org/10.1016/S0148-2963(03)00138-3
  2. Ajzen, I. (2001). Nature and Operation of Attitudes. Annual Review Psychology, 52, 27-58. https://doi.org/10.1146/annurev.psych.52.1.27
  3. Aldás, J., Andreu, L., & Currás, R. (2013). Social responsibility as a creator of brand value: the moderating effect of goal attribution. European Journal of Business Management and Economics, 22(1), 21-28.
  4. Barone, M. J., Miyazaki, A. D., & Taylor, K. A. (2000). The influence of cause-related marketing on consumer choice: does one good turn deserve another?. Journal of the academy of marketing Science, 28(2), 248-262. https://doi.org/10.1177/0092070300282006
  5. Becker-Olsen, K.L., Cudmore, B.A., & Hill, R.P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46-53. https://doi.org/10.1016/j.jbusres.2005.01.001
  6. Berens, G., Van Riel, C. B., & Van Bruggen, G. H. (2005). Corporate associations and consumer product responses: The moderating role of corporate brand dominance. Journal of marketing, 69(3), 35-48. https://doi.org/10.1509/jmkg.69.3.35.66357
  7. Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of marketing, 61(1), 68-84. https://doi.org/10.1177/002224299706100106
  8. Chang, C. T. (2008). To donate or not to donate? Product characteristics and framing effects of cause‐related marketing on consumer purchase behavior. Psychology & Marketing, 25(12), 1089-1110. https://doi.org/10.1002/mar.20255
  9. Chang, C. T., & Liu, H. W. (2012). Goodwill hunting? Influences of product‐cause fit, product type, and donation level in cause‐related marketing. Marketing Intelligence & Planning, 30(6), 634-652. https://doi.org/10.1108/02634501211262609
  10. Cui, Y., Trent, E. S., Sullivan, P. M., & Matiru, G. N. (2003). Cause‐related marketing: how generation Y responds. International journal of retail & distribution management, 31(6), 310-320. https://doi.org/10.1108/09590550310476012
  11. Drumwright, M. E.,& Murphy, P. E. (2001). Corporate societal marketing. In I. Bloom & G. Gundlach (Eds.), Handbook of marketing and society (pp. 162–183). Sage Publications.
  12. Eastman, J. K.,Smalley, K. B., & Warren, J. C. (2019). The impact of cause-related marketing on millennials' product attitudes and purchase intentions. Journal of Promotion Management, 25(6), 799–826. https://doi.org/10.1080/10496491.2018.1536625
  13. Ellen, P. S., Mohr, L. A., & Webb, D. J. (2000). Charitable programs and the retailer: Do they mix? Journal of Retailing, 76(3), 393–406. https://doi.org/10.1016/S0022-4359(00)00032-4
  14. Foreh, M. R., & Grier, S. (2003). When is honesty the best policy? The effect of stated company intent on consumer skepticism. Journal of consumer psychology, 13(3), 349-356.
  15. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. https://doi.org/10.2307/3151312
  16. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (7th ed.). Pearson.
  17. Hamiln, R. P.,& Wilson, T. (2004). The impact of cause branding on consumer reactions to products: Does product/cause fit really matter? Journal of Marketing Management, 20(7–8), 663–681. https://doi.org/10.1362/0267257041838746
  18. Heider, F. (1958). The psychology of inter personal relations. Wiley.
  19. Kelley, H. H., & Michela, J. L. (1980). Attribution theory and research. Annual Review of Psychology, 31(1), 457–501. https://doi.org/10.1146/annurev.ps.31.020180.002325
  20. Koschate-Fischer, N., Stefan, I. V., & Hoyer, W. D. (2012). Willingness to pay for cause-related marketing: The impact of donation amount and moderating effects. Journal of Marketing Research, 49(6), 910–927. https://doi.org/10.1509/jmr.10.0511
  21. Krishna, A., & Kim, S. (2014). Do consumers infer companies' motives for cause related marketing? How does motive type influence attribution and attitude? Journal of Business Research, 67(1), 52–59.
  22. Kulshreshtha, K., Bajpai, N., Tripathi, V., & Sharma, G. (2019). Cause-related marketing: an exploration of new avenues through conjoint analysis. Benchmarking: An International Journal, 26(6), 2017–2050. https://doi.org/10.1108/BIJ-05-2018-0131
  23. Lafferty, B. A. (2007). The relevance of fit in a cause–brand alliance when consumers evaluate corporate credibility. Journal of business research, 60(5), 447-453. https://doi.org/10.1016/j.jbusres.2006.09.030
  24. Lafferty, B. A., & Goldsmith, R. E. (1999). Corporate credibility's role in consumers' attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of business research, 44(2), 109-116. https://doi.org/10.1016/S0148-2963(98)00002-2
  25. Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The effect of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of marketing, 68(4), 16-32. https://doi.org/10.1509/jmkg.68.4.16.42726
  26. Lim, E. A. C., & Ang, S. H. (2008). Hedonic vs. utilitarian consumption: A cross-cultural perspective based on cultural conditioning. Journal of business research, 61(3), 225-232. https://doi.org/10. 1016/j.jbusres.2007.06.004
  27. Marquina, P., & Charles, V. (2021). A Bayesian resampling approach to estimate the difference in effect sizes in consumer social responses to CSR initiatives versus corporate abilities. Corporate Social Responsibility and Environmental Management, 28(6), 1680-1699. https://doi.org/10.1002/csr.2138
  28. Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Journal of marketing research, 18(3), 318-332.
  29. Myers, B., Kwon, W. S., & Forsythe, S. (2012). Creating effective cause-related marketing campaigns: The role of cause-brand fit, campaign news source, and perceived motivations. Clothing and Textiles Research Journal, 30(3), 167-182. https://doi.org/10.1177/0887302X12452339
  30. Osgood, C. E., & Tannenbaum, P. H. (1955). The principle of congruity in the prediction of attitude change. Psychological review, 62(1), 42. https://doi.org/10.1037/h0048153
  31. Özbek, V. (2024). Amaca yönelik pazarlama. Ekin Basın Yayım Dağıtım.
  32. Piliavin, J. A., & Charng, H. W. (1990). Altruism: A review of recent theory and research. Annual review of sociology, 16(1), 27-65. https://doi.org/10.1146/annurev.so.16.080190.000331
  33. Rivera, J. J., Bigne, E., & Curras-Perez, R. (2019). Effects of Corporate Social Responsibility on consumer brand loyalty. Revista Brasileira de Gestão de Negócios, 21, 395-415.
  34. Roy, D. P., & Graeff, T. R. (2003). Consumer attitudes toward cause–brand alliances: Role of product–cause fit and brand dominance. Journal of the Academy of Marketing Science, 31(2), 143–152.
  35. Simmons, C. J., & Becker-Olsen, K. L. (2006). Achieving marketing objectives through social sponsorships. Journal of marketing, 70(4), 154-169.
  36. Strahilevitz, M., & Myers, J. G. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of consumer research, 24(4), 434-446.
  37. Tao, W. (2023). Ability or social responsibility? Highlighting the effects of precrisis attitudinal foundations and certainty in product harm crises. Journal of Contingencies and Crisis Management, 31(1), 48-60. https://doi.org/10.1111/1468-5973.12404
  38. Thomas, S., Kureshi, S., & Vatavwala, S. (2020). Cause-related marketing research (1988–2016): An academic review and classification. Journal of Nonprofit & Public Sector Marketing, 32(5), 488-516. https://doi.org/10.1080/10495142.2019.1606757
  39. Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of marketing, 52(3), 58-74.
  40. Wakefield, K. L., & Inman, J. J. (2003). Situational price sensitivity: the role of consumption occasion, social context and income. Journal of Retailing, 79(4), 199-212.
  41. Webb, D. J., Green, C. L., & Brashear, T. G. (2000). Development and validation of scales to measure attitudes influencing monetary donations to charitable organisations. Journal of the academy of marketing science, 28(2), 299-309. https://doi.org/10.1177/0092070300282010
  42. Wongpitch, S., Minakan, N., Powpaka, S., & Laohavichien, T. (2016). Effect of corporate social responsibility motives on purchase intention model: An extension. Kasetsart Journal of social sciences, 37(1), 30-37. https://doi.org/10.1016/j.kjss.2016.01.010
  43. Yoon, Y., Gürhan-Canli, Z., & Schwarz, N. (2006). The effect of corporate social responsibility (CSR) activities on companies with bad reputations. Journal of consumer psychology, 16(4), 377-390.
  44. Zhang, A., Saleme, P., Pang, B., Durl, J., & Xu, Z. (2020). A systematic review of experimental studies investigating the effect of cause-related marketing on consumer purchase intention. Sustainability, 12(22), 9609. https://doi.org/10.3390/su12229609