Purpose

Businesses embark on cause-related marketing (CRM) initiatives as a marketing strategy to fortify consumers' behavioural intentions. Prior research indicates that human values could be tapped to understand the consumers' responses to perceived organizational motives behind undertaking social cause initiatives. This research employs Schwartz's theory of human values to examine consumers' patronage intentions towards CRM-linked fashion products. Moreover, fashion leaders play a crucial role in the diffusion of the latest fashion and fashion trends. This research investigates by integrating human values and fashion leadership, offering insights into CRM-linked fashion consumption motives.

Design/methodology/approach

The overarching goal was to investigate the complex interplay between human values and female fashion leadership to predict CRM patronage intention (CPI). Hence, a large-scale research study on 2,050 samples was undertaken by adopting threefold partial least squares–multigroup analysis–artificial neural network (PLS-MGA-ANN) to establish and empirically test a comprehensive model.

Findings

This study is unique as it establishes and validates the relative or normalized importance placed on human values by fashion leaders, thereby predicting CPIs. The results revealed that women with high-fashion leadership and specific value types (benevolence, universalism, self-direction) are more likely to patronize CRM-linked fashion retailers. In addition, the findings validated that women with low-fashion leadership and specific value types (tradition, security, conformity) are more likely to patronize CRM-linked fashion stores.

Originality/value

The findings provide a valuable rationale to non-profit marketers, fashion marketing experts and practitioners to design customer value-based profiling and manage crucial CRM decisions.

中文翻译：

---

基于施瓦茨人类价值观理论预测与事业相关的营销赞助意图：以女性时尚领导力为基础的大规模样本研究

目的

企业将事业相关营销 (CRM) 举措作为强化消费者行为意图的营销策略。先前的研究表明，可以利用人类价值观来了解消费者对采取社会事业举措背后的组织动机的反应。本研究采用 Schwartz 的人类价值理论来考察消费者对 CRM 相关时尚产品的惠顾意图。此外，时尚领袖在传播最新时尚和流行趋势方面发挥着至关重要的作用。这项研究通过整合人类价值观和时尚领导力进行调查，提供对与 CRM 相关的时尚消费动机的见解。

设计/方法论/途径

总体目标是调查人类价值观与女性时尚领导力之间复杂的相互作用，以预测 CRM 惠顾意向 (CPI)。为此，采用三重偏最小二乘-多组分析-人工神经网络（PLS-MGA-ANN）对2050个样本进行大规模研究，建立综合模型并进行实证检验。

发现

这项研究的独特之处在于它建立并验证了时尚领袖对人类价值观的相对或标准化重要性，从而预测消费者价格指数。结果显示，具有高级时尚领导力和特定价值观类型（仁慈、普世主义、自我导向）的女性更有可能光顾与 CRM 相关的时尚零售商。此外，研究结果还证实，具有低时尚领导力和特定价值类型（传统、安全、从众）的女性更有可能光顾与 CRM 相关的时尚商店。

原创性/价值

研究结果为非营利营销人员、时尚营销专家和从业者设计基于客户价值的分析和管理关键的 CRM 决策提供了宝贵的依据。