Philanthropic practice on consumer attitude mediation of CRM campaign and CRM purchase intention

L. Durgha Devi and Thangaraja Arumugam

International Journal of Intelligent Enterprise, 2026, vol. 13, issue 2, 195-214

Abstract: Over the past 20 years, numerous Indian companies have used cause-related marketing (CRM). In India, the world's third-largest auto sector, businesses must differentiate their brands, and CRM has proven beneficial in doing so. The study employed the Theory of Reasoned Action (TRA) to examine customer attitudes toward brand, cause, and advertising, and how these factors affect CRM purchase intentions in a car CRM campaign. The study tested hypotheses with a well-structured questionnaire and convenience sampling. The Chennai-based auto industry poll examined car buyers' responses to a road safety CRM campaign. SmartPLS for structural equation modelling (SEM) assessed 337 valid responses. The SEM revealed substantial connections between CRM campaigns and consumer attitudes. The indirect effects of customer attitudes on CRM purchase intention were greater than the direct effects, indicating that consumer attitudes mediate the effects of CRM campaigns. These insights enable automobile marketers to select a CRM that resonates with their target audience and enhance consumer purchase intention by being transparent and upfront about the firm's objectives. This strategy will boost advertisement trust.

Keywords: corporate social responsibility; CSR; cause-related marketing; philanthropic practice; consumer attitude; attitude towards brand; attitude towards cause; attitude towards advertising; purchase intention; automobile industry. (search for similar items in EconPapers)
Date: 2026
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