Importance of Cause-related marketing for Startup companies

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