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Cause related marketing and its impact on sales: mediating by brand loyalty and customer purchase intention

Author

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  • Hunjra, Ahmed Imran
  • Azam, Rauf i
  • Humayoun, Asad Afzal

Abstract

The objective of this study is to test both CRM and sales are related direct one and examines the impact of CRM campaigns on brand loyalty, consumer purchase intention and ultimately on sales. The questionnaire was distributed among students and employees of different universities and organizations. A total of 629 properly filled questionnaires were processed for analysis. A five point Likert scale was used to assess the respondents’ level of agreement or disagreement. This study concludes that the cause related marketing campaigns have positive influence on the sale activities of companies. This link is also mediated by brand loyalty and consumer purchase intention that eventually have positive effect on sales.

Suggested Citation

  • Hunjra, Ahmed Imran & Azam, Rauf i & Humayoun, Asad Afzal, 2011. "Cause related marketing and its impact on sales: mediating by brand loyalty and customer purchase intention," MPRA Paper 40680, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:40680
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    File URL: https://mpra.ub.uni-muenchen.de/40680/1/MPRA_paper_40680.pdf
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    References listed on IDEAS

    as
    1. Bloemer, JoseM. M. & Kasper, Hans D. P., 1995. "The complex relationship between consumer satisfaction and brand loyalty," Journal of Economic Psychology, Elsevier, vol. 16(2), pages 311-329, July.
    2. Strahilevitz, Michal & Myers, John G, 1998. "Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 434-446, March.
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    Cited by:

    1. Ali Asghar Rashid & Ali Hamidizade & Mohhamad Rahim Esfidani & Hasan Zaree Matin, 2016. "The effect of cause-related marketing on the consumer purchase intention: focusing on the meditating variables (studied on clients of Ghalamchi educational services)," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 2(3), pages 233-247.

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    More about this item

    Keywords

    Cause related marketing; brand loyalty; consumer purchase intention; companies sales; fast foods;
    All these keywords.

    JEL classification:

    • L25 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Performance

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