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Intention to Participate in Cause Related Marketing: Influence of Cause

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  • Kureshi, Sonal
  • Thomas, Sujo

Abstract

The most widely accepted definition for CRM is provided by Varadarajan and Menon (1988) and it defines CRM as “a process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives”. Several organizations in India like Dabur, Marico, P&G and ITC have implemented this form of social marketing practice. In the view of the growing significance of CRM in countries like India which have been facing numerous social challenges, 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 was 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 consumer’s interest in participation were found to differ significantly across both type of cause and scope of cause.

Suggested Citation

  • 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.
    • Handle: RePEc:iim:iimawp:14433
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    References listed on IDEAS

    as
    1. 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.
    2. Pracejus, John W. & Olsen, G. Douglas, 2004. "The role of brand/cause fit in the effectiveness of cause-related marketing campaigns," Journal of Business Research, Elsevier, vol. 57(6), pages 635-640, June.
    3. Strahilevitz, Michal & Myers, John G, 1998. "Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 434-446, March.
    4. 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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    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.

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