Is Cause-Related Marketing all the Same for Different Cultures?

Abstract

This research analyses how high emotional cause-related marketing claims influence attitudes and viral behaviors. With a SEM and an international sample of 1,232 respondents (Spain, England, and Ecuador) exposed to a video viral cause marketing stimulus, analysis shows, from a global international perspective (1) the influence of emotions on attitudes; (2) the attitudinal constructs consistency; (3) the simultaneous impact of the emotions also on viral behaviors; (4) the effect of attitudes variables on viral behaviors; and (5) the strong viral consequences connection. From a cross-cultural perspective, significant differences are identified. Recommendations in the context analysed: (1) convenience of including emotional claims, (2) adaption of international campaigns to local cultures to strength certain advantages; however, tailoring locally a global campaign cannot be affordable.

Keywords:

• Cause-related advertising
• cross-cultural analysis
• viral videos
• dog adoption