The objective of this study is to develop a new concept namely Altruism Corporate Image to bridge the research gap regarding the effect of Cause-Related Marketing (CaRM) on intention to buy. The research model examined in the context of CaRM Lifebouy campaign namely “5 Tahun Bisa untuk NTT” which had launched by PT. Unilever Indonesia during this study conducted.
Data were collected through distributing the questionnaires to 456 respondents in five large cities included DKI Jakarta, Bandung, Semarang, D.I. Yogyakarta, and Surabaya. Nonprobability sampling with purposive sampling used in this study to recruit the respondents. Structural equation modeling with AMOS statistical software was used to examined the proposed model.
This study indicated that the more often company campaign CaRM, the more stronger of corporate brand personality, and the more stronger of social value drivers lead to more stronger of altruism corporate image. In addition, this study also confirmed that the more stronger of social value drivers and the more stronger of altruism corporate image lead to the higher of intention to buy. On the other side, this study indicated that the more often company campaign CaRM and the more stronger of corporate brand personality did not enhanced intention to buy. Based on Sobel Test results, this study gives the empirical evidence that CaRM and corporate brand personality have indirect effect on intention to buy through altruism corporate image, while social value drivers has direct effect on intention to buy. |