Cause-Related Marketing and Its Impact on Buying Intention - Theoretical Economics Letters

TEL > Vol.9 No.6, August 2019

Cause-Related Marketing and Its Impact on Buying Intention ()

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Download as PDF (Size: 446KB) PP. 2139-2151

DOI: 10.4236/tel.2019.96135 682 Downloads 2,316 Views Citations

Author(s)

Vibhas Amawate, Madhurima Deb, Mohit Manchanda

Affiliation(s)

Indian Institute of Management Kashipur, Kashipur, India.

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.

KEYWORDS

Cause-Related Marketing and Its Impact on Buying Intention

Share and Cite:

Amawate, V. , Deb, M. and Manchanda, M. (2019) Cause-Related Marketing and Its Impact on Buying Intention. Theoretical Economics Letters, 9, 2139-2151. doi: 10.4236/tel.2019.96135.

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