The persuasion effect of cause-related marketing on brand preference and repurchase intention: The mediating role of brand distinctiveness and credibility

Cause-related marketing (CRM) has become a popular corporate social responsibility strategy (CSR) for businesses to increase their value through profit-motivated giving. This study examines the persuasion effect of CRM on brand preference and repurchase intention, as mediated by brand credibility and brand distinctiveness. The study used the survey design and questionnaire to collect data from 357 consumers of branded bottled water in Ghana. The covariance-based Structural Equation Model (SEM-AMOS) was used to analyse the data. The study found that CRM has a significant effect on brand distinctiveness, brand credibility, and brand preference. Furthermore, the significant relationship between CRM and repurchase intention is fully mediated by brand distinctiveness, credibility, and preference. The study provides fresh insight into the vital role of brand preference, distinctiveness, and credibility in the relationship between CRM and repurchase intention. Also, an insight into the significant effect of CRM on brand distinctiveness, credibility, and consumer brand preference is provided