IDEAS home Printed from https://ideas.repec.org/p/pra/mprapa/40680.html
   My bibliography  Save this paper

Cause related marketing and its impact on sales: mediating by brand loyalty and customer purchase intention

Author

Listed:
  • Hunjra, Ahmed Imran
  • Azam, Rauf i
  • Humayoun, Asad Afzal

Abstract

The objective of this study is to test both CRM and sales are related direct one and examines the impact of CRM campaigns on brand loyalty, consumer purchase intention and ultimately on sales. The questionnaire was distributed among students and employees of different universities and organizations. A total of 629 properly filled questionnaires were processed for analysis. A five point Likert scale was used to assess the respondents’ level of agreement or disagreement. This study concludes that the cause related marketing campaigns have positive influence on the sale activities of companies. This link is also mediated by brand loyalty and consumer purchase intention that eventually have positive effect on sales.

Suggested Citation

  • Hunjra, Ahmed Imran & Azam, Rauf i & Humayoun, Asad Afzal, 2011. "Cause related marketing and its impact on sales: mediating by brand loyalty and customer purchase intention," MPRA Paper 40680, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:40680
    as

    Download full text from publisher

    File URL: https://mpra.ub.uni-muenchen.de/40680/1/MPRA_paper_40680.pdf
    File Function: original version
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Bloemer, JoseM. M. & Kasper, Hans D. P., 1995. "The complex relationship between consumer satisfaction and brand loyalty," Journal of Economic Psychology, Elsevier, vol. 16(2), pages 311-329, July.
    2. 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.
    Full references (including those not matched with items on IDEAS)

    Citations

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


    Cited by:

    1. Ali Asghar Rashid & Ali Hamidizade & Mohhamad Rahim Esfidani & Hasan Zaree Matin, 2016. "The effect of cause-related marketing on the consumer purchase intention: focusing on the meditating variables (studied on clients of Ghalamchi educational services)," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 2(3), pages 233-247.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sinha, Piyush Kumar & Mishra, Hari Govind & Singh, Sarabjot, 2014. "Impact of Consumer Social Responsibility and Brand Social Responsibility Image on Brand Loyalty," IIMA Working Papers WP2014-03-16, Indian Institute of Management Ahmedabad, Research and Publication Department.
    2. Ulas Akkucuk & Javed Esmaeili, 2016. "The Impact of Brands on Consumer Buying Behavior," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 5(4), pages 01-16, July.
    3. Peter Wheale & David Hinton, 2007. "Ethical consumers in search of markets," Business Strategy and the Environment, Wiley Blackwell, vol. 16(4), pages 302-315, May.
    4. Andreas Herrmann & Michael D. Johnson, 1999. "Die Kundenzufriedenheit als Bestimmungsfaktor der Kundenbindung," Schmalenbach Journal of Business Research, Springer, vol. 51(6), pages 579-598, June.
    5. Chen, Zengxiang & Huang, Yunhui, 2016. "Cause-related marketing is not always less favorable than corporate philanthropy: The moderating role of self-construal," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 868-880.
    6. Septianto, Felix, 2017. "Work more and indulge more: Exploring the self-licensing effect of hard work on likelihood to purchase hedonic products," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 235-239.
    7. Mohammad Nurunnabi & Yazeed Alfakhri & Demah H. Alfakhri, 2018. "Consumer perceptions and corporate social responsibility: what we know so far," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(2), pages 161-187, June.
    8. Hannes Koppel & Günther Schulze, 2013. "The Importance of the Indirect Transfer Mechanism for Consumer Willingness to Pay for Fair Trade Products—Evidence from a Natural Field Experiment," Journal of Consumer Policy, Springer, vol. 36(4), pages 369-387, December.
    9. Miha Dominko & Miroslav Verbič, 2022. "The effect of subjective well‐being on consumption behavior," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(2), pages 876-898, June.
    10. Sahagun, Miguel A. & Vasquez-Parraga, Arturo Z., 2014. "Can fast-food consumers be loyal customers, if so how? Theory, method and findings," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 168-174.
    11. P. Van Kenhove & K. De Wulf & D. Van Den Poelt, 2003. "Does Attitudinal Commitment to Stores Always Lead to Behavioral Loyalty? The Moderating Effect of Age," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 03/168, Ghent University, Faculty of Economics and Business Administration.
    12. Fennell, Patrick B. & Coleman, Joshua T. & Kuo, Andrew, 2020. "The moderating role of donation quantifiers on price fairness judgments," Journal of Business Research, Elsevier, vol. 110(C), pages 464-473.
    13. H. Bodur & Ting Gao & Bianca Grohmann, 2014. "The Ethical Attribute Stigma: Understanding When Ethical Attributes Improve Consumer Responses to Product Evaluations," Journal of Business Ethics, Springer, vol. 122(1), pages 167-177, June.
    14. M. Paula Fitzgerald & Thomas K. Bias, 2016. "Satisfaction and Repurchase Intentions for Health Insurance Marketplaces: Evidence from a Partnership State," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(3), pages 638-651, November.
    15. Eymann, Torsten (Ed.), 2009. "Tagungsband zum Doctoral Consortium der WI 2009 [WI2009 Doctoral Consortium Proceedings]," Bayreuth Reports on Information Systems Management 40, University of Bayreuth, Chair of Information Systems Management.
    16. Sridhar N. Ramaswami & S. Arunachalam, 2016. "Divided attitudinal loyalty and customer value: role of dealers in an indirect channel," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 770-790, November.
    17. Kim, Ju-Young & Brünner, Tobias & Skiera, Bernd & Natter, Martin, 2014. "A comparison of different pay-per-bid auction formats," International Journal of Research in Marketing, Elsevier, vol. 31(4), pages 368-379.
    18. Gordon Liu & Wai Wai Ko, 2014. "An integrated model of cause-related marketing strategy development," AMS Review, Springer;Academy of Marketing Science, vol. 4(3), pages 78-95, December.
    19. Nagpal, Anish & Lei, Jing & Khare, Adwait, 2015. "To Choose or to Reject: The Effect of Decision Frame on Food Customization Decisions," Journal of Retailing, Elsevier, vol. 91(3), pages 422-435.
    20. Krallman, Alexandra & Barnes, Donald C. & Lastner, Matthew M. & Collier, Joel E., 2023. "You can’t touch this: Driving purchase justification for hedonic online purchases," Journal of Business Research, Elsevier, vol. 155(PB).

    More about this item

    Keywords

    Cause related marketing; brand loyalty; consumer purchase intention; companies sales; fast foods;
    All these keywords.

    JEL classification:

    • L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance

    Statistics

    Access and download statistics

    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:pra:mprapa:40680. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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: Joachim Winter (email available below). General contact details of provider: https://edirc.repec.org/data/vfmunde.html .

    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.