Exploring the interconnections of consumer preference between cause type and cause scope in a cause-related marketing activity: evidence from Indian context

Sujo Thomas and Sonal Kureshi

International Journal of Indian Culture and Business Management, 2017, vol. 14, issue 3, 365-373

Abstract: Cause-related marketing (CRM) is defined by Varadarajan and Menon (1988) as "a process of formulating and implementing marketing activities that are characterised by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organisational and individual objectives". In the view of the growing significance of CRM in countries like India, it becomes crucial to understand what factors lead to effective implementation of CRM. This study will provide insights into both type and scope of cause and their bearing upon consumer CRM participation intention. Consumer data were collected using a structured questionnaire from the western region of India. Reponses pertaining to two aspects about the cause of the initiative, 'type of cause' and 'scope of cause' were collected. Results showed that consumers' interests in participation were found to differ significantly across both type of cause and scope of cause.

Keywords: cause-related marketing; CRM; cause preference; cause scope; social marketing; CRM initiatives; CRM awareness; India; cause type; cause selection; consumer preferences. (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://www.inderscience.com/link.php?id=83239 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijicbm:v:14:y:2017:i:3:p:365-373

Access Statistics for this article

More articles in International Journal of Indian Culture and Business Management from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().