Forerunners Of Cause Related Marketing

Gladys Stephen ()
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Gladys Stephen: Indian Institute of Management Kozhikode

No 460, Working papers from Indian Institute of Management Kozhikode

Abstract: The purpose of this paper is to examine the determinants and their relative importance in predicting consumer’s attitude towards CRM among the educated consumers in India. Data were collected from 702 Indian consumers using online stimuli-based questionnaire survey. The authors used a real CRM advertisement that the respondents were most familiar with. Confirmatory factor analysis was tested to ensure the reliability and validity of the measures used in the study. A two-step Structural Equation Modelling approach was used to test the proposed model. Findings confirm cause-brand fit, brand importance, cause importance, brand familiarity, attitude towards CRM advertisements, attitude towards brand and Attitude towards cause as significant predictors of consumers’ attitude towards CRM. The findings offer opportunities for future studies to explore on various product and consumer categories that would provide an attitudinal difference of consumers towards CRM. Implications are provided for the managers and practitioners to conclude the paper.

Pages: 3 pages
Date: 2021-03
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