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Published in:

Volume 5 Issue 4
April-2018
eISSN: 2349-5162

Unique Identifier

JETIR1804045

Page Number

219-231

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Title

A STUDY ON CAUSE RELATED MARKETING AND ITS IMPACT ON CUSTOMER BRAND PREFERENCE

ISSN

2349-5162

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"A STUDY ON CAUSE RELATED MARKETING AND ITS IMPACT ON CUSTOMER BRAND PREFERENCE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 4, page no.219-231, April-2018, Available :http://www.jetir.org/papers/JETIR1804045.pdf

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Abstract

Social Cause Related Marketing (CRM) has emerged as a top management priority in the last decade due to the growing realization that it one of the most valuable intangible tool that firms have to gain better corporate image from Internal as well as External Customers. CRM has become an extreme need for today’s corporate world as it continuously provides multiple benefits like positive word of mouth, survival and competitive advantage (Collins 1993), sure returns on investments and ever raising goodwill. This paper identifies some of the influential work in CRM area, highlighting definitions, meaning and previous findings in the same field. The main objective is to evaluate the underlying factors of Social Cause Related marketing and consumer Brand preference and to identify the relationship between Social Cause Related marketing and consumer Brand preference. The Factor analysis, ANOVA, and Regression was adopted for the study. From the multiple regressions, it is inferred that the cause related marketing has an impact on brand preference. This study highlights the importance to firms of choosing the appropriate cause to partner with, as this association ultimately impact on ability of this strategy to positively influence brand preference and it is suggested that this study should be replicated using a number of other brands and product categories to determine whether these result can be extended to other conditions.

Key Words

CRM, Brand preference and Social Cause Related Marketing

Cite This Article

"A STUDY ON CAUSE RELATED MARKETING AND ITS IMPACT ON CUSTOMER BRAND PREFERENCE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 4, page no. pp219-231, April-2018, Available at : http://www.jetir.org/papers/JETIR1804045.pdf

Publication Details

Published Paper ID: JETIR1804045
Registration ID: 181036
Published In: Volume 5 | Issue 4 | Year April-2018
DOI (Digital Object Identifier):
Page No: 219-231
ISSN Number: 2349-5162

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Cite This Article

"A STUDY ON CAUSE RELATED MARKETING AND ITS IMPACT ON CUSTOMER BRAND PREFERENCE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 4, page no. pp219-231, April-2018, Available at : http://www.jetir.org/papers/JETIR1804045.pdf




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