What is it about?
Cause-related marketing is an remarkable marketing plus promotional activity for firms to showcase their concern for society and promote products. But, as it involves financial commitment This study shows, that the cause-related marketing can be useful for start-ups, medium and small businesses also.
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Why is it important?
The model suggested in the study can be innovative way to implement cause-related marketing without incurring any additional cost. Based on their results, the authors develop diverse perspectives on cause involvement in cause-related marketing.
Read the Original
This page is a summary of: Cause-related marketing and start-ups: moderating role of cause involvement, Journal of Global Responsibility, March 2019, Emerald, DOI: 10.1108/jgr-08-2018-0034.
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Cause-related marketing in India: effect of cause involvement on purchase intention
Research into consumer responses to cause-related marketing (CrM) has grown in recent years. Through CrM social or environmental commitment of companies can be visible to its consumers and at the same time enhance brand equity and sales by differentiating their brands on the basis of association with social cause. The purpose of this research is to investigate role of consumer awareness about the CrM campaigns and consumer involvement with the social cause regarding purchase intention of consumer. A survey was carried out through a self administered questionnaire in the urban areas of Ghaziabad and Noida between males and females consumers. The results indicate that cause involvement effects the purchase intention of consumers and response towards the CrM campaign differs among male and female consumers
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