Proceedings of the 11th International Conference on Opportunities and Challenges in Management, Economics and Accounting
Year: 2024
DOI:
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Antecedents Of Cause-Related Marketing: An Empirical Investigation
Dr. Daniel Inbaraj Jublee
ABSTRACT:
In recent times, cause-related marketing (CRM) has gained global prominence due to consumers’ expectations of organizations supporting social welfare causes. The organizations are actively looking for partnerships with non-profit organizations to give back to society to win the goodwill of the consumers towards the organization or brand involved in the campaigns. The data were collected from around 702 Indian consumers using online stimuli bused questionnaire survey. Findings confirm cause-brand fit, brand importance, cause importance, brand familiarity, attitude towards CRM advertisements, attitude towards the brand, and attitude towards the cause as significant predictors of consumers’ attitude towards CRM. The study also extends our understanding of the antecedents which shape the consumer’s attitude towards CRM. The research also provides insights into how organizations can devise a more appealing and successful CRM campaign.
keywords: cause related marketing