Antecedents of Elaboration Extent for Cause Related Marketing

An increasing number of corporations are realizing the benefits that can be derived from cause-related marketing (CRM) and are therefore adopting it as a marketing tool to achieve their marketing objectives, by demonstrating a commitment to improving the quality of life in the communities in which they operate. This purpose is to identify the significant factors influencing Extent of Elaboration in Cause Related Marketing Context, when a firm is associated to a cause or charity programme. The researcher examines the Familiarity of the Product/Company, Cause Proximity, Gender, Cause Participation Effort and Cause Importance as the antecedents of Extent of Elaboration. The higher the elaboration regarding the campaign the greater be the success of Cause Related Marketing. The study follows quasi experimental design and probabilistic, snowball sampling method. The survey is conducted among 846 respondents, data collected through structured questionnaire. The study has found no significant effect of gender on Elaboration. The findings are important to the organizations designing CRM campaign for successful influence on their customers.