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Leveraging cause-related marketing for revenue growth: a millennial consumer study in the South African prestige beauty sector
Mini Dissertation (MBA)--University of Pretoria, 2025.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2026
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| _version_ | 1867613511910162432 |
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| access_status_str | Open Access |
| author2 | Matlala, Silas |
| author_browse | Matlala, Silas |
| author_facet | Matlala, Silas |
| collection | Thesis |
| dc_rights_str_mv | © 2025 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2025. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/109140 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:37:19.082Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2026 |
| publishDateRange | 2026 |
| publishDateSort | 2026 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/109140 Leveraging cause-related marketing for revenue growth: a millennial consumer study in the South African prestige beauty sector Matlala, Silas ichelp@gibs.co.za Marutla, Johannes Kabelo UCTD Cause-related marketing Perceived authenticity and trust Millennials Consumer behaviour Pirchase intention Mini Dissertation (MBA)--University of Pretoria, 2025. Cause-related marketing (CRM) is extensively used by prestige beauty brands to attract socially conscious consumers, however, its authentic effects on consumer trust and loyalty are still ambiguous. This study investigated how the transparency of a CRM message, that is whether it clearly states a donation or uses implicit symbolic cues, affects consumer perceptions of authenticity and trust. It further examined whether these perceptions impact consumer behavioural outcomes such as repeat purchases, positive word-of-mouth, and loyalty among millennial consumers in South Africa’s prestige beauty sector. The analysis was based on the Stimulus-Organism- Response (S-O-R) framework: message format as stimulus, authenticity and trust as organism, and consumer behavioural outcomes as response. A quantitative survey involving 250 millennial consumers in South Africa’s prestige beauty sector was conducted, and the data were analysed using Structural Equation Modelling. The findings indicated that message format alone does not exert a substantial direct influence (β = 0.038) on outcomes. Its influence is entirely mediated by authenticity and trust (Total effect = 0.722). A clear CRM message improves perceived authenticity and trust, consequently resulting in increased loyalty, repurchase intent, and positive word-of-mouth. This study confirms the S-O-R framework and emphasises that campaigns must cultivate genuine authenticity and trust to transform CRM into enduring consumer behavioural outcomes. Gordon Institute of Business Science (GIBS) MBA Unrestricted Gordon Institute of Business Science (GIBS) SDG-09: Industry, innovation and infrastructure 2026-03-23T09:14:52Z 2026-03-23T09:14:52Z 2026-05-05 2025 Mini Dissertation * A2025 http://hdl.handle.net/2263/109140 en © 2025 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Cause-related marketing Perceived authenticity and trust Millennials Consumer behaviour Pirchase intention Leveraging cause-related marketing for revenue growth: a millennial consumer study in the South African prestige beauty sector |
| title | Leveraging cause-related marketing for revenue growth: a millennial consumer study in the South African prestige beauty sector |
| title_full | Leveraging cause-related marketing for revenue growth: a millennial consumer study in the South African prestige beauty sector |
| title_fullStr | Leveraging cause-related marketing for revenue growth: a millennial consumer study in the South African prestige beauty sector |
| title_full_unstemmed | Leveraging cause-related marketing for revenue growth: a millennial consumer study in the South African prestige beauty sector |
| title_short | Leveraging cause-related marketing for revenue growth: a millennial consumer study in the South African prestige beauty sector |
| title_sort | leveraging cause related marketing for revenue growth a millennial consumer study in the south african prestige beauty sector |
| topic | UCTD Cause-related marketing Perceived authenticity and trust Millennials Consumer behaviour Pirchase intention |
| url | http://hdl.handle.net/2263/109140 |