CRM purchase intentions and attitude toward the brand: exploring fit, longevity, firm motives, brand attractiveness and moderating role of WOM

The cause-related marketing (CRM) phenomenon consists of three integrated components (cause, company and consumer) and is a widely recognised promotional strategy adopted by numerous Indian organisations. CRM activity by a company involves engaging with a charity organisation yielding mutual gains for cause, company and consumer. In the first phase of the proposed theoretical framework, we investigate the impact of fit, longevity, firm motives, and brand attractiveness on attitude toward brand. In the second phase, we further examine the impact of attitude toward brand on CRM purchase intention. Moreover, we investigate the moderating role of word-of-mouth (WOM) and its impact on attitude toward brand and CRM purchase intention. This study would aid CRM marketers to frame promotion strategies based on the understanding of fit, longevity, firm motives and brand attractiveness in the CRM context. The insights would help the marketers to design an effective campaign and influence the behaviour intentions of CRM consumers.