Customer’s Perception about Fit between the Company and CRM

1) How compelling is the sponsored message for the brand of (product)?

0.87

0.76

0.91

0.51

2) Overall, how good is the match between the sponsorship message and this brand?

0.82

0.67

3) How strange did you think it was to see this brand sponsoring a message like this? (reverse-scored)

0.86

0.74

4) How logically related is this brand of (product) to this social issue?

0.84

0.71

Customer’s Perception about the CRM Communication

1) The sponsorship appears as an aggressive way of marketing the new brand

0.73

0.53

0.75

0.60

2) The sponsorship seems like pure tactics in order to be portrayed as a responsible brand

0.82

0.67

Patronage Intention

1) I will speak favorably of the company to others

0.87

0.76

0.92

0.57

2) I will encourage others to attend events promoted by the company

0.87

0.76

3) I will encourage others to support the company

0.7

0.49

4) I am eager to learn more about this product which is related to a campaign for a cause

0.73

0.53

5) I would be willing to pay a higher price for a product from a firm which campaigns for a cause than a product of a firm which does not

0.63

0.40

6) I am likely to participate in a campaign for a cause by purchasing the product

0.63

0.40

7) I would be willing to influence others to purchase this cause-related product

0.7

0.49

8) I would be willing to purchase this cause-related product

0.95

0.90

9) I would consider purchasing from this firm which donates to a cause in order to help it

0.67

0.45

Hedonism

1) This shopping trip was truly a fun

0.84

0.71

0.89

0.55

2) I found the trip exciting.

0.75

0.56

3) Compared to other things I could have done, the time spent shopping was truly enjoyable

0.68

0.46

4) I found the trip delightful

0.77

0.59

5) During the trip, I felt the excitement of the hunt

0.62

0.38

6) This shopping trip was not a very nice time out

0.68

0.46

7) This trip was thrilling

0.81

0.66

Utilitarianism

1) I accomplished just what I wanted to on this shopping trip

0.8

0.64

0.90

0.65

2) This was a good store visit because it was over very quickly

0.88

0.77

3) While shopping, I found just the item(s) I was looking for

0.82

0.67

4) I feel really smart about this shopping trip

0.78

0.61

5) I could buy what I really needed

0.76

0.58