Keeping promises in cause-related marketing campaigns: development and validation of promised impact evidence scale

Parthesh R. Shanbhag, Yogesh Pai P, Murugan Pattusamy, Gururaj Kidiyoor, Nandan Prabhu

Research output: Contribution to journalArticlepeer-review


Purpose: This study aims to investigate the potential positive effects of cause-related marketing (CRM) campaigns that show evidence of commitment to espoused causes. It examines whether consumers respond positively when a CRM campaign promises to deliver proof of the espoused cause. Design/methodology/approach: This study adopted the grounded theory approach to conceptualize the promised impact evidence construct. A promised impact evidence scale was developed and validated using robust qualitative and quantitative methods, including item response theory estimates. Findings: The study provides evidence for promised impact evidence as a reflective second-order latent construct. The promised impact evidence scale demonstrates strong internal consistency, reliability and validity. In addition, this study posits that promised impact evidence is an antecedent of advertising trust, purchase intention, advertising credibility and persuasive and selling intent. Originality/value: This study positioned the promised impact evidence scale against the theoretical underpinnings of the persuasion knowledge model. Specifically, this scale contributes to existing knowledge because it applies the persuasion knowledge model in CRM campaigns by adopting an acceptance focus, as opposed to the rejection focus used in developing persuasion knowledge model scales.

Original languageEnglish
Pages (from-to)239-257
Number of pages19
JournalJournal of Consumer Marketing
Issue number2
Publication statusPublished - 11-03-2024

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing


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