CRM purchase intentions and attitude toward the brand: exploring fit, longevity, firm motives, brand attractiveness and moderating role of WOM

Suraj Shah, Maurvi Vasavada and Mahendra Sharma

International Journal of Economics and Business Research, 2024, vol. 28, issue 2, 153-170

Abstract: The cause-related marketing (CRM) phenomenon consists of three integrated components (cause, company and consumer) and is a widely recognised promotional strategy adopted by numerous Indian organisations. CRM activity by a company involves engaging with a charity organisation yielding mutual gains for cause, company and consumer. In the first phase of the proposed theoretical framework, we investigate the impact of fit, longevity, firm motives, and brand attractiveness on attitude toward brand. In the second phase, we further examine the impact of attitude toward brand on CRM purchase intention. Moreover, we investigate the moderating role of word-of-mouth (WOM) and its impact on attitude toward brand and CRM purchase intention. This study would aid CRM marketers to frame promotion strategies based on the understanding of fit, longevity, firm motives and brand attractiveness in the CRM context. The insights would help the marketers to design an effective campaign and influence the behaviour intentions of CRM consumers.

Keywords: cause-related marketing; CRM purchase intentions; attitude toward brand; fit; longevity; firm motives; brand attractiveness; word-of-mouth; WOM. (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=140791 (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:ijecbr:v:28:y:2024:i:2:p:153-170

Access Statistics for this article

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