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EMAC 2022 Annual

The Effect of Self-construal on Engagement in Cause-related Marketing Campaigns

Published: May 24, 2022


Haitham Merhi, Universitat Autònoma de Barcelona; Josep Rialp, Universitat Autònoma de Barcelona


This research measures the causal relationship between individuals’ self-construal, and their attitudes, intentions, and behavior towards Cause-related Marketing (Cr-M) campaigns. Furthermore, this research measures the effect of participating in Cr-M campaigns on electronic/Word-of-Mouth. We then controlled for the relations established by measuring the effect of different country contexts on attitudes and behaviors toward Cr-M campaigns. This study is quantitative in nature, implementing Partial Least Squares, and data was collected through an online survey distributed to 126 Lebanese citizens and 98 from the UK. Results showed that self-construal had a significant causal relationship with all constructs, nevertheless, attitudes towards such campaigns differed in intensity between collectivistic and individualistic countries.