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 |