The Role of Cause-related Marketing on Brand image Perception in the Garment Industry

Elham Heidarian and Monireh Bijandi

International Journal of Academic Research in Business and Social Sciences, 2015, vol. 5, issue 6, 416-422

Abstract: The Cause-related marketing is a new marketing strategy that is not limited to current and traditional methods and use from more complex fact or such as a sense of altruism and generosity. The aim of this study is to examine the relationship between Cause- related marketing (CRM) and brand image perception among customers of well-Known brands in garment industry. Conceptual model has been tested through distributing 260 questioners among consumers in fivefold of Mashhad. Data analysis has been done in two levels: descriptive analysis and inferential analysis. The result of data analysis confirmed all assumptions and show that Cause- related marketing (CRM) has a direct and positive effect on brand image. Firm motivations in Cause-related marketing, which is under the suspicious of consumers, is effective on the consumer's mental image of the brand. In addition, consumers make judgment about the product quality based on mental utility of the quality. Therefore, a charitable name of a brand that cooperate in CRM represents something extra to the consumer that increases the utility and higher perceived quality for consumers.

Keywords: Cause-related marketing (CRM); Brand image perception; Perceived quality (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://hrmars.com/hrmars_papers/The_Role_of_Cause- ... arment_Industry1.pdf (application/pdf)
http://hrmars.com/hrmars_papers/The_Role_of_Cause- ... arment_Industry1.pdf (text/html)

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:hur:ijarbs:v:5:y:2015:i:6:p:416-422

Access Statistics for this article

More articles in International Journal of Academic Research in Business and Social Sciences from Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences
Bibliographic data for series maintained by Hassan Danial Aslam ().