Consumer Purchase Intentions Affected by Cause-Related-Marketing, Skepticism and Brand Loyalty: A Correlational Analysis

Fozia Rehmat (), Tanzeela Farsam (), Muhammad Ahmad (), Syyed Naqvi () and Muhammad Shoaib ()
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Fozia Rehmat: University of Engineering and Technology, Postal: Office of Research, Innovation and Commercialization Sukkur Institute of Business Administration Airport Road Sukkur-65200, Sindh Pakistan
Tanzeela Farsam: University of Engineering and Technology, Postal: Office of Research, Innovation and Commercialization Sukkur Institute of Business Administration Airport Road Sukkur-65200, Sindh Pakistan
Muhammad Ahmad: University of Engineering and Technology, Postal: Office of Research, Innovation and Commercialization Sukkur Institute of Business Administration Airport Road Sukkur-65200, Sindh Pakistan
Syyed Naqvi: University of Engineering and Technology, Postal: Office of Research, Innovation and Commercialization Sukkur Institute of Business Administration Airport Road Sukkur-65200, Sindh Pakistan
Muhammad Shoaib: University of Engineering and Technology, Postal: Office of Research, Innovation and Commercialization Sukkur Institute of Business Administration Airport Road Sukkur-65200, Sindh Pakistan

Sukkur IBA Journal of Management and Business, 2015, vol. 2, issue 1, 31-46

Abstract: Cause-Related-Marketing is an emerging strategy which is used to affect purchase intentions of a customer in a very positive way. Purchase intentions may braced by the brand loyalty which can be an outcome of the cause related efforts of marketing. But most of the companies ignore its impact towards skepticism. In this co-relational research, relationship between Cause Related Marketing and purchase intentions have been measured, whereas brand loyalty and skepticism played their role as intervening variables and their effect and nature of relationships are also being measured in this research. Data was gathered from different universities and organizations. Statistical analysis showed a positive relation between Cause Related Marketing, skepticism and brand loyalty. Further impact of both of these Intervening variables was administered on purchase intentions and it demonstrated that relationship between skepticism and purchase intentions was negative and very strong as compared to the positive correlation of brand loyalty and purchase intentions. Regression analysis also revealed very important information. In this research future research directions have also been discussed. This work is significant as achieved results can be helpful for the companies and theoretically it’s important as this research filled a gap by studying the important variables together which have been subjects to much of discussion in Pakistan.

Keywords: Brand; Loyalty; Cause-Related; Marketing; Philanthropy; Purchase; Intentions; Skepticism; Social; Responsibility (search for similar items in EconPapers)
JEL-codes: J14 (search for similar items in EconPapers)
Date: 2015
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