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Exploring the interconnections of consumer preference between cause type and cause scope in a cause-related marketing activity: evidence from Indian context

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  • Sujo Thomas
  • Sonal Kureshi

Abstract

Cause-related marketing (CRM) is defined by Varadarajan and Menon (1988) as "a process of formulating and implementing marketing activities that are characterised by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organisational and individual objectives". In the view of the growing significance of CRM in countries like India, it becomes crucial to understand what factors lead to effective implementation of CRM. This study will provide insights into both type and scope of cause and their bearing upon consumer CRM participation intention. Consumer data were collected using a structured questionnaire from the western region of India. Reponses pertaining to two aspects about the cause of the initiative, 'type of cause' and 'scope of cause' were collected. Results showed that consumers' interests in participation were found to differ significantly across both type of cause and scope of cause.

Suggested Citation

  • Sujo Thomas & Sonal Kureshi, 2017. "Exploring the interconnections of consumer preference between cause type and cause scope in a cause-related marketing activity: evidence from Indian context," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 14(3), pages 365-373.
    • Handle: RePEc:ids:ijicbm:v:14:y:2017:i:3:p:365-373
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    Citations

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    Cited by:

    1. Thomas, Sujo & Jadeja, Ashwin, 2021. "Psychological antecedents of consumer trust in CRM campaigns and donation intentions: The moderating role of creativity," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    2. Sujo Thomas & Ashwin Jadeja & Krishnaba Vaghela & Richa Shreevastava, 2022. "Investigating the consumers attitude toward brand and purchase intention within the context of cause-related marketing campaign for a pharmacy product," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 691-708, December.
    3. Thamaraiselvan Natarajan & Daniel Inbaraj Jublee & Dharun Lingam Kasilingam & Gladys Stephen, 2018. "The moderating role of social themes in cause-related marketing advertisements," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 433-454, December.

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