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Asian Business Research Journal 
Vol. 8, 6-12, 2023 
ISSN: 2576-6759 
DOI: 10.55220/25766759.1334 
© 2023 by the authors; licensee Eastern Centre of Science and Education, USA 

 
 

 

 
Doing Good, Choosing Better: Perceived Value and Consumer Intentions 

 
S Ismail Sali1

 
Mukoka Ronald Wallter2 
 

 
 
 

1Technical Analyst at bank in, Kampala, Uganda. 
2MK Associated Advocates, Uganda. 
Email: ismailssali2021@gmail.com  
Email: mnadifah@gmail.com   
( Corresponding Author) 

 
Abstract 

While purchasing, customers happily encounter prosocial activities when any social cause is 
related to a brand's promotional activity. Purchase-triggered donation initiatives represent a 
widely used form of cause-related marketing; however, limited scholarly attention has been given 
to how differentially the framing of such donations as gains or losses shapes consumers’ 
intentions. Furthermore, this study investigates the mediating role of perceived value in 
explaining these effects. A between-subject experimental design was employed in which 320 
participants were exposed to either a gain-framed or a loss-framed purchase-triggered donation 
message presented within a simulated coffee brand communication. Drawing on the elaboration 
likelihood model, the findings reveal that gain-framed purchase-triggered donation messages lead 
to stronger intentions to purchase compared to loss-framed messages. Moreover, perceived value 
significantly mediates the relationship between donation framing and purchase intention, 
indicating that consumers’ perceptions of a brand’s selfless motives play a critical role in shaping 
their behavioral intentions. This study contributes to the cause-related marketing literature by 
demonstrating that gain-framed (vs. loss-framed) purchase-triggered donation messages more 
effectively enhance consumers’ purchase intentions through heightened perceived value. 

 
Keywords: Cause-related marketing, Message framing, Perceived value, Purchase intentions, Purchase-triggered donation. 

 
1. Introduction 

Brands increasingly rely on socially oriented initiatives to establish differentiation and strengthen consumer 
relationships in competitive markets. One of the most prominent approaches in this regard is cause-related 
marketing, which allows firms to associate their offerings with social causes while simultaneously pursuing 
business objectives (Chang, 2008; Bigné et al., 2012; Deng et al., 2023). Within this domain, purchase-triggered 
donation has emerged as a particularly popular strategy, whereby a firm Y pledges to donate a predefined portion 
of sales revenue to a charity Z contingent upon consumer purchases X (Hamby, 2016). Research depicts that buyers 
show a greater tendency to purchase products associated with social causes (Deng et al., 2023). However, despite 
the growing prevalence of purchase-triggered donation campaigns, the extent to which purchase-triggered 
donation framing affects consumers' intentions and behaviors for buying socially responsible brands is in its 
nascent stages (Kuo et al., 2022), which needs to be explored. 

Message framing theory suggests that logically equivalent information can be presented in ways that 
emphasize either positive outcomes (gain framing) or negative consequences of inaction (loss framing), leading to 
different psychological and behavioral effects (Chang and Lee, 2010; Kühberger and Gradl, 2013). In the context of 
cause-related marketing, prior findings on the relative effectiveness of gain versus loss-framed messages are mixed, 
with some studies favouring gain framing, others supporting loss framing, and several reporting nonsignificant 
differences (Tanford et al., 2020; Gong et al., 2022; Grazzini et al., 2018; Bester and Jere, 2012; Tu et al., 2013). To 
address these inconsistencies, this research aims to examine the impact of purchase-triggered donation framing 
(gain vs. loss) on consumers’ intentions to buy the brands promoting social causes. From a theoretical standpoint, 
this study is grounded in the elaboration likelihood model (ELM), which explains how individuals process 
persuasive messages either through heuristic cues or through more effortful, systematic evaluation (Petty and 
Cacioppo, 1986). In purchase-triggered donation contexts, message framing may initially function as a heuristic 
signal; however, deeper processing can prompt consumers to evaluate the underlying motives driving a firm’s 
social initiatives. Building on this logic, the present study proposes perceived values as a key explanatory 
mechanism linking purchase-triggered donation framing to purchase intentions. 

Perceived value is widely conceptualized as a consumer’s overall assessment of utility based on the trade-off 
between what is received and what is given up (e.g., money, time, effort), making it a particularly suitable 
mechanism for explaining why the same donation offer can produce different responses depending on how it is 
framed (Zeithaml, 1988; Sánchez-Fernández & Iniesta-Bonillo, 2007). Beyond a single “get–give” evaluation, 
perceived value is also treated as multidimensional, typically capturing functional/quality value, emotional value, 
social value, and price/value-for-money considerations, dimensions that align closely with cause-related purchase 

mailto:ismailssali2021@gmail.com
mailto:mnadifah@gmail.com
https://www.doi.org/10.55220/25766759.1334


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contexts where consumers may also infer reputational and moral worth from the brand’s actions (Sweeney & 
Soutar, 2001; Sánchez-Fernández & Iniesta-Bonillo, 2007). Importantly, a strong empirical base shows that 
perceived value is a key proximal driver of willingness to buy and broader behavioral intentions: classic cue-
utilization research demonstrates that shifts in perceived value translate into higher willingness to purchase 
(Dodds, Monroe, & Grewal, 1991), and service research similarly finds value to be central in explaining behavioral 
intentions (Cronin, Brady, & Hult, 2000). Building on this logic, our study seeks to examine whether gain-framed 
purchase-triggered donation messages generate stronger purchase intentions than loss-framed messages and 
whether perceived value mediates the effect of donation framing on purchase intentions based on the idea that 
framing shapes consumers’ value inferences about the brand’s motives and the exchange. 

By answering these questions, this research advances the cause-related marketing literature by offering a 
streamlined and theoretically grounded model that clarifies how purchase-triggered donation framing influences 
consumers' intentions directly as well as via perceived values as a psychological mechanism.  
 

2. Literature Review and Hypotheses Development 
2.1. Purchase-Triggered Donation Framing and Consumers’ Purchase Intentions  

Prior studies have demonstrated that purchase-triggered donation campaigns positively influence brand-
related evaluations, including attitudes, trust, and intentions (Ham and Choi, 2012; Mobarak et al., 2022). Message 
framing refers to the presentation of equivalent information in terms of gains or losses, which can lead to 
systematically different evaluations and decisions (Chang and Lee, 2010; Kühberger and Gradl, 2013). In a gain-
framed donation message, consumers are informed about the positive outcomes enabled by their purchase (e.g., 
contributing to children’s education), whereas loss-framed messages emphasize the negative outcomes that result 
from not purchasing (e.g., missing the opportunity to help). These framing differences can alter consumers’ 
perceptions, emotions, and subsequent behaviors, particularly in morally charged contexts such as charitable giving 
(Chang & Lee, 2010). To capture consumers’ favorable behavioral responses to purchase-triggered donation 
framing, this study focuses on adoptions. Adoption is reflected in consumers’ purchase intention, defined as their 
expressed likelihood or willingness to buy a brand’s product in the near future (Becerra and Badrinarayanan, 2013). 
Drawing on persuasion research, gain-framed messages are generally associated with more favorable behavioral 
responses because they emphasize positive consequences and reduce perceived risk (Levin and Gaeth, 1988). In 
donation-based marketing, gain framing may strengthen consumers’ motivation to support the brand by 
highlighting their ability to contribute to social good, thereby increasing adoption (Chi et al., 2021). Accordingly, 
we propose the following hypothesis: 

H1: Consumers’ intentions of purchasing socially responsible brands will be higher when consumers are exposed to a gain-
framed purchase-triggered donation message than a loss-framed message.  
 

2.2. Purchase-Triggered Donation Framing, Value, and Consumer Intentions 
In cause-related marketing contexts, consumers do not passively accept firms’ claims of social responsibility; 

instead, they actively engage in attributional reasoning to infer the motives underlying a brand’s support for a 
social cause (Ellen, Webb, & Mohr, 2006; Moosmayer & Fuljahn, 2013). When consumers attribute a brand’s 
cause-related actions to intrinsic, value-driven motives, they tend to evaluate the brand more favorably, whereas 
extrinsic or self-serving attributions often generate skepticism and weaken persuasion. Purchase-triggered 
donation initiatives are especially susceptible to such attributions because they directly link consumption behavior 
to social outcomes, encouraging consumers to assess whether the brand’s actions genuinely create shared value or 
merely serve promotional objectives (Barone, Miyazaki, & Taylor, 2000; Becker-Olsen, Cudmore, & Hill, 2006). 
The Elaboration Likelihood Model (ELM) offers a robust theoretical framework for explaining how donation 
framing influences consumers’ value perceptions in these contexts. According to ELM, individuals process 
persuasive information through either a central route, involving thoughtful evaluation of message arguments, or a 
peripheral route, relying on heuristic cues such as affect, moral signals, or message tone (Petty & Cacioppo, 1986). 
Cause-related donation messages function as both cognitive and affective cues, shaping how consumers interpret 
the brand’s intentions and assess the overall attractiveness of the exchange. Gain-framed messages, which 
emphasize the positive societal impact enabled by purchasing, are more likely to foster favorable elaboration and 
reinforce perceptions of benevolence and value creation. In contrast, loss-framed messages highlight missed 
opportunities or foregone benefits, which may activate avoidance-oriented processing and increase defensive or 
skeptical responses (Kahneman & Tversky, 1979; Chang, 2008). These framing-induced cognitive evaluations are 
closely tied to perceived brand value, a central construct in consumer decision-making. Perceived value is defined 
as a consumer’s overall assessment of a product’s utility based on perceptions of what is received versus what is 
given up, encompassing functional, emotional, social, and symbolic benefits (Zeithaml, 1988; Sánchez-Fernández & 
Iniesta-Bonillo, 2007). In cause-related marketing, perceived value extends beyond utilitarian considerations to 
include moral and self-expressive benefits, as consumers derive satisfaction from supporting brands that align with 
their personal values and social ideals (Sheth, Sethia, & Srinivas, 2011; Lichtenstein, Drumwright, & Braig, 2004). 
Empirical research consistently shows that prosocial brand actions enhance perceived value by signaling sincerity, 
ethical commitment, and relational orientation toward stakeholders (Du, Bhattacharya, & Sen, 2010; Moosmayer & 
Fuljahn, 2013). Message framing plays a critical role in shaping these value perceptions. Gain-framed donation 
messages highlight incremental benefits and moral surplus, which can strengthen consumers’ perceptions that the 
brand delivers superior overall value, whereas loss-framed messages may reduce perceived value by emphasizing 
obligation or missed responsibility rather than positive contribution (White, MacDonnell, & Dahl, 2011). Thus, 
donation framing is expected to systematically influence how consumers evaluate brand value in purchase-
triggered donation contexts. Accordingly, we propose: 

H2: Purchase-triggered donation framing (gain vs. loss) has a positive impact on consumers’ perceptions of brand value. 
Perceived brand value, in turn, represents a well-established antecedent of purchase intention. Extensive 

research demonstrates that when consumers perceive higher value, they are more likely to form favorable 
behavioral intentions, including willingness to buy, repurchase, and recommend the brand (Dodds, Monroe, & 



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Grewal, 1991; Sweeney & Soutar, 2001; Cronin, Brady, & Hult, 2000). In cause-related settings, enhanced perceived 
value not only reflects functional and emotional benefits but also signals moral alignment and social approval, 
further strengthening consumers’ motivation to support the brand through purchasing (Lichtenstein et al., 2004; 
Peloza & Shang, 2011). Therefore, we further propose: 

H3: Consumers’ purchase intentions will be higher when consumers have higher perceptions of brand value. 
 

2.3. Mediating Role of Perceived Altruistic Value 
In purchase-triggered donation programs, consumers’ purchase decisions are not determined solely by the 

donation itself but by the extent to which such initiatives enhance the overall value they associate with the brand. 
Perceived value reflects consumers’ holistic assessment of the benefits received relative to the costs incurred and 
encompasses functional, emotional, social, and moral dimensions (Zeithaml, 1988; Sánchez-Fernández & Iniesta-
Bonillo, 2007). In cause-related marketing contexts, perceived value is particularly salient because the inclusion of a 
social cause can augment the perceived benefits of consumption beyond utilitarian outcomes (Lichtenstein et al., 
2004; Peloza & Shang, 2011). Donation message framing plays a central role in shaping perceived value. Gain-
framed purchase-triggered donation messages emphasize the positive societal impact generated through 
consumption, which can elevate consumers’ evaluations of the brand by signaling benevolence, meaningful 
contribution, and value creation. Conversely, loss-framed messages focus on foregone benefits or missed 
opportunities, which may induce discomfort or skepticism and weaken consumers’ value assessments (Chang & Lee, 
2009; White, MacDonnell, & Dahl, 2011). Prior research suggests that such framing differences influence how 
consumers cognitively integrate prosocial information into their overall value judgments (Du, Bhattacharya, & Sen, 
2010). Perceived value, in turn, represents a critical psychological mechanism linking donation framing to purchase 
intention. A substantial body of research demonstrates that higher perceived value increases consumers’ 
willingness to purchase by strengthening perceptions of exchange fairness and overall worth (Dodds, Monroe, & 
Grewal, 1991; Sweeney & Soutar, 2001; Cronin, Brady, & Hult, 2000). In cause-related contexts, enhanced 
perceived value also reflects consumers’ satisfaction with supporting socially responsible brands, thereby 
reinforcing purchase intentions (Moosmayer & Fuljahn, 2013; Peloza & Shang, 2011). Accordingly, perceived value 
is expected to mediate the relationship between donation framing and consumers’ purchase intentions. 

H4: Perceived altruistic value mediates the effect of gain- versus loss-framed purchase-triggered donations on consumers’ 
purchase intentions. 

In line with your study model (Figure 1), the proposed framework suggests that purchase-triggered donation 
framing influences consumers’ purchase intention both directly and indirectly through perceived value.  

 

 
Figure 1. Proposed Model of the Study. 

 

3. Methodology 
3.1. Research Design and Participants 

This study employed a between-subject experimental design to examine the effects of purchase-triggered 
donation framing on consumer responses. Participants (N=320) were randomly assigned to one of two 
experimental conditions: a gain-framed or a loss-framed purchase-triggered donation message. A between-subjects 
approach was selected to minimize demand effects and reduce carryover bias, consistent with prior framing 
research in cause-related marketing contexts (Chang and Lee, 2010; Kees et al., 2017). Data were collected using an 
online survey administered to adult consumers. Participants were required to be familiar with social media usage to 
ensure realism and engagement with the experimental stimuli.  
 

3.2. Experimental Stimuli and Procedure 
Participants were asked to imagine encountering a realistic promotional post from a newly introduced coffee 

brand (Golden Grove Coffee) on a social media platform. The coffee brand context was chosen because it is 
commonly used in message-framing and cause-related marketing research (Chang, 2008; Tanford et al., 2020; 
Cordero-Gutiérrez et al., 2023; Zeng et al., 2022). The experimental manipulation involved the gain vs. loss 
framing of a purchase-triggered donation message (Appendix 1). In the gain-framed condition, the message 
emphasized the positive social outcomes enabled by purchasing the product (e.g., contributing to children’s 
education). In contrast, the loss-framed condition highlighted the missed opportunity to support the same cause if 
the product was not purchased. Importantly, both versions contained identical information regarding the donation 
amount, cause, visual elements, brand name, color scheme, and layout (Tanford et al., 2020). This approach ensured 
that framing was the only systematic difference between conditions. After viewing the assigned stimulus, 
participants completed a questionnairrefe measuring the study constructs. To reduce common method bias, the 



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items were presented in randomized order, and participants were assured that there were no right or wrong 
answers.  
 

3.3. Manipulation Check 
To verify the effectiveness of the framing manipulation, the participants were asked to respond on a seven-

point scale ranging from 1 (potential loss) to 7 (potential gain) for the statement, “The post I just saw included 
information that primarily focused on gains or losses.” Similar manipulation checks have been successfully used in 
prior framing studies to confirm perceptual differences between gain and loss-framed messages (Stadlthanner et al., 
2022; Tanford et al., 2020). Demographic information was collected at the end of the survey.  
 

3.4. Measures 
All constructs were measured using established multi-item scales adapted from prior research. Unless 

otherwise stated, responses were recorded on seven-point Likert scales ranging from 1 (“strongly disagree”) to 7 
(“strongly agree”). 
 
3.4.1. Purchase Intention 

The purchase intention scale assessed participants’ likelihood of purchasing the coffee brand in the near future 
and their willingness to consider the brand as a purchasing option (Becerra and Badrinarayanan, 2013). The items 
included: In the near future, I would probably buy from the Golden Grove Coffee brand. In the near future, I intend 
to buy coffee made by Golden Grove Coffee. In the near future, I would likely buy from the Gloden Grove Coffee 
brand In the near future, and I would possibly buy the Gloden Grove Coffee brand 
 

3.4.2. Perceived Value 
Perceived value was measured using a multi-item scale assessing the extent to which participants perceived the 

brand valuable. The scale was adapted from Sweeney & Soutar, (2001). The items included: Purchasing coffee from 
Golden Grove would offer good value for money, Coffee from Golden Grove would be good value compared to 
what I would have to give up, Overall, buying coffee from Golden Grove would be worthwhile, Considering what I 
would receive and what I would give up, Golden Grove coffee represents good value. 
 

4. Analysis Results 
4.1. Demographic profile 

The demographic profile of the participants included 170 males and 150 females. Most of the participants 
belonged to the 20–35 age range (46%). Mostly respondents had a graduation degree (51.2%), followed by 
undergraduates (26.7%) and postgraduates, and smaller percentages (22.1%). For social media usage, most of the 
respondents depicted frequent use, i.e., daily (61.0%), followed by multiple weekly usage (34.9%), and some with 
monthly use (4.1%).  
 

4.2. Preliminary Analyses and Manipulation Check 
Prior to hypothesis testing, descriptive statistics and reliability analyses were conducted. All measurement 

scales demonstrated satisfactory internal consistency, with Cronbach’s alpha values exceeding the recommended 
threshold of 0.70, indicating adequate reliability for subsequent analyses. To assess the effectiveness of the framing 
manipulation, an analysis of variance (ANOVA) was performed on participants’ perceptions of whether the message 
emphasized gains or losses. The results confirmed that the manipulation operated as intended. Participants exposed 
to the gain-framed donation message perceived the message as significantly more gain-oriented than those exposed 
to the loss-framed message (Mgain = 5.23, SD = 1.21; Mloss = 4.82, SD = 1.34; F(318, 1) = 4.27, p < 0.001). These 
findings indicate that participants clearly distinguished between the two framing conditions, supporting the 
validity of the experimental manipulation. 
 

4.3. Direct Effects 
To test H1, which proposed that gain-framed purchase-triggered donation messages would lead to stronger 

purchase intentions than loss-framed messages, a series of ANOVA tests was conducted. The results revealed a 
significant main effect of donation framing on purchase intention. Participants exposed to the gain-framed message 
reported higher purchase intention compared to those exposed to the loss-framed message (Mgain = 5.62, SD = 
0.88; Mloss = 5.21, SD = 0.94; F(318, 1) = 9.04, p = 0.003). This finding supports H1, indicating that gain framing 
enhances consumers’ intentions to purchase socially responsible brand. A significant framing effect was also 
observed for perceived value. Participants in the gain-framed condition expressed brands as highly valuable than 
those in the loss-framed condition (Mgain = 5.74, SD = 0.81; Mloss = 5.29, SD = 0.87; 318, 1) = 12.18, p < 0.001). 
This result supports H2, demonstrating that gain-framed donation messages are more effective in creating high 
brand value. The direct effects of purchase-triggered donation framing on perceived value and purchased intentions 
were also analyzed by testing the theoretical model with PROCESS Model 8 (Hayes, 2017). Purchase-triggered 
donation framing was coded as 1 for gain framing and 0 for loss framing. Similar to results of ANOVA, gain 

framing demonstrated a positive impact on perceived value (β = 0.416, CI 95% [0.326, 0.516], p < 0.05) and 

purchase intention (β = 0.401, CI 95% [0.370, 0.537], p < 0.01). Taken together, these findings provide full 
support for H1 and H2, suggesting that gain-framed purchase-triggered donation messages outperform loss-
framed messages. Furthermore, perceived value revealed a positive effect on the consumers' purchase intentions 

(β= 0.332, CI 95% [0.212, 0.390], p < 0.05), hence proving H3 of the study. 
 

4.4. Mediation Analysis 
To test H4, mediation analyses were conducted using were tested using PROCESS Model 4 (Hayes, 2017). The 

results indicated that donation framing had a significant indirect effect on purchase intention through perceived 



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value. The indirect effect was positive and statistically significant (β = 0.256, SE = 0.05, 95% CI [0.198, 0.287]). 
Since the confidence interval did not include zero, the mediation effect was supported. After accounting for 
perceived value, the direct effect of donation framing on purchase intention was reduced but remained significant, 
suggesting partial mediation. 
 

5. Discussion 
The present study set out to examine how purchase-triggered donation framing influences consumers' 

purchase intentions. Drawing on the elaboration likelihood models this research provides empirical evidence that 
gain-framed donation messages are more effective than loss-framed messages in stimulating consumers to purchase 
a brand. Moreover, the findings highlight perceived value as a critical psychological mechanism underlying these 
effects. By emphasizing the positive social impact enabled by consumption, gain-framed messages appear to foster 
favorable consumer reactions that translate into personal purchasing intentions. These findings align with prior 
research suggesting that positively framed messages are more likely to elicit favorable consumer responses by 
reducing perceived risk and enhancing positive affect (Levin and Gaeth, 1988). Likewise, Tu et al. (2013) reported 
in their research that a positively framed message creates stronger attitudes toward the advertisement and the 
brand than a negatively framed message. Despite of this knowledge, this effect was understudied for purchase 
intentions. Some research depicted no significant impacts of framing on purchase intention (Bester and Jere, 2012; 
Tu et al., 2013). In contrast our study clearly showed that positively framed (gain-frame) messages strongly impact 
consumers’ purchase intentions. 

From an elaboration likelihood perspective, gain-framed messages likely function as peripheral cues, 
encouraging heuristic processing that leads consumers to form favorable evaluations without extensive cognitive 
effort (Petty and Cacioppo, 1986). In contrast, loss-framed messages may prompt greater scrutiny and discomfort, 
potentially undermining their persuasive effectiveness in donation-based marketing contexts (Grau and Folse, 
2007). The present findings contribute to this stream of research by demonstrating that, when the objective is to 
encourage both adoption and advocacy, gain framing offers a more reliable communication strategy. Importantly, 
by focusing on adoption, this study clarifies how framing influences complementary consumer outcomes. A central 
contribution of this study lies in demonstrating that perceived value mediates the relationship between donation 
framing and consumer responses. The findings show that gain-framed messages enhance consumers’ perceptions of 
a brand’s prosocial motives, which in turn strengthen purchase intention. When consumers perceive a donation 
initiative as genuinely beneficial for society, they are more likely to trust the brand and view their own 
consumption as morally meaningful, thereby increasing adoption (Romani et al., 2013; Legendre and Coderre, 
2018). Gain-framed messages appear particularly effective in fostering such attributions because they highlight 
social benefits without invoking guilt or pressure. In contrast, loss-framed messages may trigger skepticism 
regarding the brand’s intentions, weakening perceived altruism and, consequently, behavioral responses (Becker-
Olsen et al., 2006). 
 

5.1. Theoretical Contributions 
This study makes several important theoretical contributions. First, it extends the cause-related marketing 

literature by demonstrating that purchase-triggered donation framing has meaningful implications for consumer 
adoption (purchase intentions). Second, this study offers a more parsimonious and analytically precise approach to 
understanding consumer responses to socially responsible marketing. This refinement contributes to conceptual 
clarity and enhances the applicability of findings for both scholars and practitioners. Third, the integration of the 
elaboration likelihood model provides a robust theoretical foundation for explaining how and why framing effects 
operate in purchase-triggered donation contexts. The findings demonstrate that framing influences not only direct 
intentions but also consumers’ deeper evaluations of brand motives, thereby reinforcing the importance of 
psychological inference processes in cause-related marketing research. 
 

6. Managerial Implications 
The findings of this study offer several actionable insights for managers designing and implementing 

purchase-triggered donation campaigns. First, the results clearly indicate that gain-framed donation messages are 
more effective than loss-framed messages in encouraging consumer outcomes. Managers seeking to increase 
consumers’ purchase intentions should therefore emphasize the positive social outcomes enabled by consumption, 
such as supporting children’s education, rather than highlighting missed opportunities or negative consequences. 
Second, the mediating role of perceived altruistic value underscores the importance of communicating sincerity and 
selflessness in cause-related marketing initiatives. Managers should ensure that donation messages clearly convey 
the brand’s genuine commitment to the cause, as consumers are highly sensitive to perceived motives behind 
corporate social actions (Becker-Olsen et al., 2006; Romani et al., 2013). Transparent communication regarding 
how donations are allocated and the tangible impact of consumer participation can further enhance altruistic 
perceptions and, in turn, strengthen purchase intention. Third, the study highlights the strategic value of focusing 
on encouraging purchases. Positive ads amplify the reach and credibility of donation campaigns, particularly in 
social media environments where peer recommendations play a critical role in shaping consumer decisions (Sparks 
and Browning, 2011). Managers can leverage gain-framed donation messages in digital communications to 
motivate consumers to actively share the brand within their social networks. Overall, by aligning donation framing 
strategies with consumers’ moral expectations and emphasizing altruistic value, firms can enhance the effectiveness 
of purchase-triggered donation campaigns while simultaneously advancing both social and commercial objectives. 
 

7. Limitations and Directions for Future Research 
Despite its contributions, this study has several limitations that suggest avenues for future research. First, the 

experimental context was limited to a coffee brand, which may constrain the generalizability of the findings to 
other product categories or service settings. Future studies could examine whether the observed effects of donation 



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framing and perceived value hold across different industries. Second, the study focused exclusively on purchase 
intentions. While purchase intentions are central to brand success, future research could extend the model to 
include additional consumer responses, such as brand trust, emotional attachment, or long-term loyalty, to provide 
a more comprehensive understanding of the impact of purchase-triggered donation campaigns. Third, although this 
study intentionally adopted a simplified mediation-only framework, future research could explore boundary 
conditions that may influence framing effects. For instance, individual differences in involvement with the cause, 
moral identity, or prior donation behavior may shape how consumers respond to gain- and loss-framed messages 
(Chang, 2008; Grau and Folse, 2007). Investigating such factors could offer deeper insight into when and for whom 
donation framing is most effective. 
 

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Appendix 1. Gain-framed vs. loss-framed Stimulus. 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Citation: Sultana, I. (2023). Corporate governance and banking 
performance: A comparative study between Islamic and 
conventional banking sector in the context of Bangladesh. Asian 
Business Research Journal, 8, 1–5. 10.55220/25766759.133 

History:  
Received: 6 April 2023 
Revised:   17 April 2023 
Accepted:  6 May 2023 
Published: 6 June 2025 
Licensed: This work is licensed under a Creative Commons 

Attribution 4.0 License  
Publisher:  Eastern Centre of Science and Education 
 

Funding: This study received no specific financial support.    
Competing Interests: The author declares that there are no conflicts of 
interests regarding the publication of this paper. 
Transparency: The author confirms that the manuscript is an honest, 
accurate, and transparent account of the study; that no vital features of the 
study have been omitted; and that any discrepancies from the study as planned 
have been explained. 
Ethical: This study followed all ethical practices during writing. 
 

Eastern Centre of Science and Education is not responsible or answerable for any loss, damage or liability, etc. caused in relation to/arising out of the use 
of the content. Any queries should be directed to the corresponding author of the article. 

 

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