Predicting CRM purchase intention by examining congruence, shopping orientation and mood moderation: Applying congruence theory with SEM-ANN-NCA method

Abstract

Recent studies highlight the significance of how congruence has gained much attention from distinct scholars evaluating the apparent match between brand, cause and consumer. In the public domain, we seldom found empirical investigation into cause-related marketing (CRM) purchase intention and congruence based on three crucial elements– brand, cause and consumer. This study, anchored on congruence theory, attempts to establish a model to examine and further predict CRM purchase intention by investigating congruence (cause-brand, brand-consumer and cause-consumer). Additionally, this study examined shopping orientation and the moderating role of mood in predicting CRM purchase intention. The primary data has been gathered from 800 respondents. The present academic research is robust and exceptional because it is anchored by the innovative tri-stage SEM-ANN-NCA approach, offering a novel methodological paradigm for predicting CRM purchase intention. The results revealed the normalized importance of the predictors of CRM purchase intention. They found that brand-consumer congruence is the strongest predictor, followed by cause-brand congruence, hedonic orientation, mood and cause-consumer congruence. In contrast, utilitarian orientation was found to be insignificant. The findings of this study provide valuable insights and significant grounds to CRM decision-makers and advertisers to enhance consumer responses towards CRM by focusing on the predictors and integrating these elements into the overall promotional strategies. This study provided the normalized importance of predictors influencing CRM purchase intentions, directing CRM marketers to engage and resonate with consumers effectively.