FACTORS INFLUENCING CONSUMERS' RESPONSE TO CRM IN THE DEMOCRATIC REPUBLIC OF CONGO: THE MEDIATING ROLE OF ATTITUDE AND MODERATING ROLE OF CRM AWARENESS

Consumer's responses to cause related marketing have been investigated in the western context, showing favorable attitudes and purchase intention. In this study, we analyze consumers' responses to cause related marketing in a less developed country, where CRM is a novelty and less used by firms. Based on a sample of 642 undergraduate students, the result reveals a negative relationship between CRM campaign-attitude toward the firm, and CRM-purchase decision of CRM products. The lack of familiarity, the high level of skepticism and the negative feelings toward companies were the most influential factors. The findings' implications and study limitations are highlighted along with directions for further research.