Faith and culture in cause-related marketing: the roles of religiosity, self-construal, and cause alignment

Ndasi, W ORCID: https://orcid.org/0000-0002-2523-0991, 2026. Faith and culture in cause-related marketing: the roles of religiosity, self-construal, and cause alignment. International Review on Public and Nonprofit Marketing. ISSN 1865-1984 (Forthcoming)

Text 2604008_Ndasi.pdf - Post-print Restricted to Repository staff only Download (587kB)

Abstract

This study examines how religiosity, self-construal, donation tier, and cause type shape consumer willingness to pay (WTP) for cause-related marketing (CRM) in Nigeria, a highly religious and collectivist setting. Study 1 (n = 468) demonstrates that religiosity significantly increases WTP, primarily through interdependent self-construal, with independent self-construal playing a smaller role. Donation tier moderates these relationships, with higher contributions amplifying religiosity’s impact when communicated transparently. Study 2 (n = 330) compares faith-based and secular causes and finds that faith-based initiatives elicit significantly higher WTP, highlighting the importance of value congruence in shaping consumer responses. Collectively, the findings refine assumptions about the effects of donation tiers, extend CRM theory to a religiously embedded emerging market, and underscore the interplay between cultural and psychological drivers in nonprofit fundraising. Practical implications for nonprofit and public marketing strategies are outlined.

Item Type:	Journal article
Publication Title:	International Review on Public and Nonprofit Marketing
Creators:	Ndasi, W.
Publisher:	Springer Verlag
Date:	1 April 2026
ISSN:	1865-1984
Identifiers:	Number Type 2604008 Other
Rights:	This version of the article has been accepted for publication, after peer review (when applicable) and is subject to Springer Nature’s AM terms of use, but is not the Version of Record and does not reflect post-acceptance improvements, or any corrections. The Version of Record is available online at: http://dx.doi.org/[insert DOI]
Divisions:	Schools > Nottingham Business School
Record created by:	Melissa Cornwell
Date Added:	13 Apr 2026 09:11
Last Modified:	13 Apr 2026 09:11
URI:	https://irep.ntu.ac.uk/id/eprint/55537

Actions (login required)

Edit View

Statistics

Views

Downloads