Effect of cause-related marketing on corporate image and purchase intention: evidence from India

Khuman L. Rathod, Dharmesh D. Gadhavi and Yupal S. Shukla

International Journal of Business and Emerging Markets, 2014, vol. 6, issue 3, 230-246

Abstract: It has become extremely difficult for marketers to differentiate their products and services from others in the market place. Cause-related marketing has now become a mainstream issue in decision making and more than a buzzword today. Marketing practitioners seek to study the efficacy of marketing communications in increasingly challenging business environment. This paper aims to find the effect of cause-related marketing on corporate image. The focus is on change of consumer attitude toward the corporate image as well as on purchase intention due to cause-related marketing campaign moderated by consumer skepticism. This paper also utilises questionnaire-based survey to solicit responses from consumers of Gujarat. Experimental study was performed and treatment in the form of advertisement was administered on consumers who are residing in cities, above 18, male and female both. Data was collected from 150 consumers and analysed using statistical procedures of SPSS version 18.0. Convenience sampling method was used to select respondents. The findings of this study will help marketers to understand the effectiveness of cause-related marketing on consumer attitude towards corporate image and their intention to purchase to justify the rupee invested in this form of marketing.

Keywords: cause-related marketing; CrM; corporate image; consumer attitudes; purchase intention; scepticism; experimental study; India. (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=63896 (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:ijbema:v:6:y:2014:i:3:p:230-246

Access Statistics for this article

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