TITLE:
Cause-Related Marketing and Its Impact on Buying Intention
AUTHORS:
Vibhas Amawate, Madhurima Deb, Mohit Manchanda
KEYWORDS:
Cause-Related Marketing and Its Impact on Buying Intention
JOURNAL NAME:
Theoretical Economics Letters,
Vol.9 No.6,
August
30,
2019
ABSTRACT: Objective: The primary objective of the present study is to understand the impact
of Cause-Related Marketing (CRM) on customer’s buying intention. Methodology:
In the present study quantitative technique was used for collecting data. Data were
analyzed using SPSS. Findings: The result shows the relationship between
Suitability of the Campaign (SoC) to Evaluation of Campaign (EC) was found
negative and insignificant. The relationship between EC to Controllability of
Efforts (CoE) was also found negative but significant. The relationship between
EC to Perceived Motivational Attribution (PMA) and between PMA to Behavioural
Outcome (BOI) was found positive and significant. Originality and
Contribution: The present sector. The study will help academicians
understand factors impacting CRM and outcome study is expected to contribute to
the literature on Cause Related Marketing in the context of automobile of CRM.
Policy makers will also be benefitted by such knowledge. There are very few
works done in the context of India and hence the present work is expected to
contribute to the existing literature on CRM.