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

Authors: Khuman L. Rathod; Dharmesh D. Gadhavi; Yupal S. Shukla

Addresses: S.K. School of Business Management, Hemchandracharya North Gujarat University, 108, Sapna Flats, Patan-384265, North Gujarat, India ' V.M. Patel College of Management Studies, Ganpat University, B/7, Staff Quarters, Ganpat University, Ganpat Vidyanagr-384012, Gujarat, India ' V.M. Patel College of Management Studies, Ganpat University, 15/A, Panchsheel Society, Unjha-384170, M-09979663904, Gujarat, India

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.

DOI: 10.1504/IJBEM.2014.063896

International Journal of Business and Emerging Markets, 2014 Vol.6 No.3, pp.230 - 246

Received: 19 Jul 2013
Accepted: 03 Feb 2014
Published online: 28 Aug 2014 *

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