Title: Exploring the interconnections of consumer preference between cause type and cause scope in a cause-related marketing activity: evidence from Indian context

Authors: Sujo Thomas; Sonal Kureshi

Addresses: Amrut Mody School of Management, Ahmedabad University, Near H.L. Commerce College Campus, Ahmedabad, Gujarat – 380009, India ' Indian Institute of Management, Ahmedabad, Vastrapur, Ahmedabad, Gujarat – 380015, India

Abstract: Cause-related marketing (CRM) is defined by Varadarajan and Menon (1988) as "a process of formulating and implementing marketing activities that are characterised by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organisational and individual objectives". In the view of the growing significance of CRM in countries like India, it becomes crucial to understand what factors lead to effective implementation of CRM. This study will provide insights into both type and scope of cause and their bearing upon consumer CRM participation intention. Consumer data were collected using a structured questionnaire from the western region of India. Reponses pertaining to two aspects about the cause of the initiative, 'type of cause' and 'scope of cause' were collected. Results showed that consumers' interests in participation were found to differ significantly across both type of cause and scope of cause.

Keywords: cause-related marketing; CRM; cause preference; cause scope; social marketing; CRM initiatives; CRM awareness; India; cause type; cause selection; consumer preferences.

DOI: 10.1504/IJICBM.2017.083239

International Journal of Indian Culture and Business Management, 2017 Vol.14 No.3, pp.365 - 373

Received: 08 Apr 2016
Accepted: 13 May 2016
Published online: 22 Mar 2017 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article