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Dimensions and Consequences of Cause Related Marketing: A Conceptual Framework


Affiliations
1 Assistant Professor, Jagannath International Management School, Vasant Kunj, India
2 Professor, Aligarh Muslim University (AMU), India
3 Director, Bharati Vidyapeeth Institute of Management and Research, New Delhi, India
     

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Marketer these days are expected to satisfy all stakeholder and the most important stakeholder is general public, that exist in the society. Companies across the world are engaging in philanthropic strategies like Cause Related Marketing (CRM) in which company agrees to contribute fixed amount towards selected social cause for each unit sold. This paper undertakes methodical analysis of prevailing work for better understanding and recording of the dimensions impacting CRM strategy and it possible consequences. This researcher deliberate on variables, that have not be studied together before. For better understanding and execution, dimensions of CRM, have been categorized into Consumer specific and Company specific. This study aims to propose an integrated conceptual framework of interrelationships of variables that have potential to mitigate the impending problems of organization. Finally, it suggests that relationship exists amid the dimensions and consequences of CRM. This study will have social, managerial and academic implications.

Keywords

Corporate Social Responsibility, Cause Related Marketing, Consumer Behavior, Consumer Attitude, Brand Credibility.
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  • Dimensions and Consequences of Cause Related Marketing: A Conceptual Framework

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Authors

Anu Bhardwaj
Assistant Professor, Jagannath International Management School, Vasant Kunj, India
Bilal Mustafa Khan
Professor, Aligarh Muslim University (AMU), India
Vikas Nath
Director, Bharati Vidyapeeth Institute of Management and Research, New Delhi, India

Abstract


Marketer these days are expected to satisfy all stakeholder and the most important stakeholder is general public, that exist in the society. Companies across the world are engaging in philanthropic strategies like Cause Related Marketing (CRM) in which company agrees to contribute fixed amount towards selected social cause for each unit sold. This paper undertakes methodical analysis of prevailing work for better understanding and recording of the dimensions impacting CRM strategy and it possible consequences. This researcher deliberate on variables, that have not be studied together before. For better understanding and execution, dimensions of CRM, have been categorized into Consumer specific and Company specific. This study aims to propose an integrated conceptual framework of interrelationships of variables that have potential to mitigate the impending problems of organization. Finally, it suggests that relationship exists amid the dimensions and consequences of CRM. This study will have social, managerial and academic implications.

Keywords


Corporate Social Responsibility, Cause Related Marketing, Consumer Behavior, Consumer Attitude, Brand Credibility.

References