Abstract
What motivates people to engage in CRM participation? Vrontis et al. (2020) found that the motivation for businesses to engage in CRM is apparent, but the rationale for individual differences in CRM participation intention needs to be thoroughly addressed. The previous studies tried to address this aspect. Zusawa (2016) established that human values moderate the consumer's responses regarding the perceived organisational motives behind social cause initiatives. For instance, altruistic individuals were susceptible to the social cause initiated by business entities as purely non-commercial activities. In another study, Zusawa (2015) examined the basic values type theory that Schwartz espoused and their relationship with individual attitudes towards CRM. The findings suggested that conformism and tradition value types correlated more strongly than universalism or benevolence to CRM attitudes. Though the insights from this study are very useful, the research samples and the context of the study make the findings difficult to generalise (Peterson, 2001). Therefore, in this research, we endeavour to examine the relationships between basic human values (Schwartz, 1992) and consumer attitudes toward cause-related marketing within the Indian fashion industry context. Anchored in Schwartz’s human values theory, this study employed the integrated SEM-ANN-MGA (Structural Equation modelling-Artificial Neural Network- Multi Group Analysis) to predict CRM patronage intentions by examining human values and fashion leadership. On the one hand, the integration of SEM-ANN-MGA would help establish the key predictors of CRM patronage intentions and rank the normalized importance of the key predictors. On the other hand, it would lead us to predict CRM patronage intentions for the high-fashion and low-fashion leadership groups in the sample.