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Investigating the consumers attitude toward brand and purchase intention within the context of cause-related marketing campaign for a pharmacy product

Author

Listed:
  • Sujo Thomas

    (Ahmedabad University)

  • Ashwin Jadeja

    (Gujarat University)

  • Krishnaba Vaghela

    (Gujarat Technological University)

  • Richa Shreevastava

    (Gujarat Technological University)

Abstract

Cause-related marketing (CRM) has developed into a prominent marketing strategy adopted by many Indian organizations since last two decades. There are range of Indian organizations, especially pharmaceutical sector, which have been utilizing CRM as a versatile tool to achieve the long term objectives. The cut throat competition requires the businesses to differentiate their brands and CRM has proved to be one of the successful way of brand positioning and differentiation in the market. The CRM literature has concentrated only in certain products such as FMCG and there is dearth of research with respect to attitude and behavioral intention pertaining to CRM campaigns associated with pharmacy products/brands. This study by adopting the theory of reasoned action investigates consumers attitude toward brand and CRM purchase intention within the context of CRM campaign for a pharmacy product. Furthermore, this study investigates the influence of cause involvement, donation magnitude and firm motive on attitude toward brand and its resultant impact on CRM purchase intention. The findings of this study reveal positive impact of attitude toward brand on CRM purchase intention. The findings of this study could be utilized by marketers as well as guide pharmacy retailers to design effective CRM promotional strategies for specific pharmacy products. Future scope of the study and managerial implications are elaborated further in this study.

Suggested Citation

  • 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.
    • Handle: RePEc:spr:irpnmk:v:19:y:2022:i:4:d:10.1007_s12208-021-00327-x
    DOI: 10.1007/s12208-021-00327-x
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    References listed on IDEAS

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    1. Kureshi, Sonal & Thomas, Sujo, 2016. "Intention to Participate in Cause Related Marketing: Influence of Cause," IIMA Working Papers WP2016-03-12, Indian Institute of Management Ahmedabad, Research and Publication Department.
    2. Kureshi, Sonal & Thomas, Sujo, 2014. "Cause Related Marketing - An Indian Overview," IIMA Working Papers WP2014-04-03, Indian Institute of Management Ahmedabad, Research and Publication Department.
    3. 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.
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    6. 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).
    7. Lafferty, Barbara A. & Goldsmith, Ronald E., 2005. "Cause-brand alliances: does the cause help the brand or does the brand help the cause?," Journal of Business Research, Elsevier, vol. 58(4), pages 423-429, April.
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