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Determinants of Cause Related Marketing:An Evidence from India


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1 Haryana School of Business, GJUS & T, Hisar, Haryana, India
     

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The cause-related marketing is one of the most rapidly growing marketing strategies reflects the current relevance and potential that marketing managers ascribe this strategy. Cause related marketing is a highly effective way to build the brand, to reinforce, demonstrate and bring life to corporate values and to make corporate social responsibility and corporate community investment visible. This paper is an empirical outcome to understand the determinants affecting cause related marketing. It addresses the adoption, application and impact of cause related marketing, used by marketers, for the promotion and sale of their products. Factor analysts is used to identify the determinants. This paper also investigates the impact of demographic profiles of customers on cause related marketing.

Keywords

Cause Related Marketing, Corporate Social Responsibility, Determinants.
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  • Determinants of Cause Related Marketing:An Evidence from India

Abstract Views: 339  |  PDF Views: 0

Authors

Dinesh Kumar
Haryana School of Business, GJUS & T, Hisar, Haryana, India
Harbhajan Bansal
Haryana School of Business, GJUS & T, Hisar, Haryana, India

Abstract


The cause-related marketing is one of the most rapidly growing marketing strategies reflects the current relevance and potential that marketing managers ascribe this strategy. Cause related marketing is a highly effective way to build the brand, to reinforce, demonstrate and bring life to corporate values and to make corporate social responsibility and corporate community investment visible. This paper is an empirical outcome to understand the determinants affecting cause related marketing. It addresses the adoption, application and impact of cause related marketing, used by marketers, for the promotion and sale of their products. Factor analysts is used to identify the determinants. This paper also investigates the impact of demographic profiles of customers on cause related marketing.

Keywords


Cause Related Marketing, Corporate Social Responsibility, Determinants.