Building Brand Resonance Through Cause-Related Marketing : Does Crm Message Framing with News Articles and Ads Matter?

This article adds to extant research by investigating the association between consumers’ attitudes towards cause-related marketing (CRM) and brand resonance during Covid-19 crisis. It specifically proposes the moderating effect of advertising and news articles’ effectiveness in the indirect relationship between CRM and consumer repurchase intention (CRI) via brand resonance. In this study, an accidental sampling technique was used to collect the data from 410 telecom subscribers in Pakistan. To test the study hypotheses, we used Process Macro v3.5 and AMOS in SPSS v24. The study results show that advertising moderates the indirect relationship between CRM and CRI via brand resonance, such that the mediating effect will be weaker when advertising is high. Conversely, news articles moderate the indirect relationship between CRM and CRI via brand resonance, such that the mediating effect will be stronger when news articles are high. The theoretical and practical implications of these outcomes are discussed