IDEAS home Printed from https://ideas.repec.org/a/ids/ijicbm/v14y2017i3p365-373.html
   My bibliography  Save this article

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

Author

Listed:
  • Sujo Thomas
  • Sonal Kureshi

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.

Suggested Citation

  • Sujo Thomas & Sonal Kureshi, 2017. "Exploring the interconnections of consumer preference between cause type and cause scope in a cause-related marketing activity: evidence from Indian context," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 14(3), pages 365-373.
    • Handle: RePEc:ids:ijicbm:v:14:y:2017:i:3:p:365-373
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=83239
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sujo Thomas & Ashwin Jadeja & Krishnaba Vaghela & Richa Shreevastava, 2022. "Investigating the consumers attitude toward brand and purchase intention within the context of cause-related marketing campaign for a pharmacy product," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 691-708, December.
    2. Thamaraiselvan Natarajan & Daniel Inbaraj Jublee & Dharun Lingam Kasilingam & Gladys Stephen, 2018. "The moderating role of social themes in cause-related marketing advertisements," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 433-454, December.
    3. Thomas, Sujo & Jadeja, Ashwin, 2021. "Psychological antecedents of consumer trust in CRM campaigns and donation intentions: The moderating role of creativity," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijicbm:v:14:y:2017:i:3:p:365-373. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=235 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.