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Title:A study on cause related marketing: antecedents and consequents in relation to purchase intention of consumers in Delhi, India
Authors:Gupta, Rajan (Interviewer)
Pal, Saibal K. (Author)
Files:This document has no files. This document may have a phisical copy in the library of the organization, check the status via COBISS. Link is opened in a new window
Language:English
Work type:Unknown ()
Tipology:1.01 - Original Scientific Article
Organization:UNG - University of Nova Gorica
Abstract:The study examines the antecedents and consequents of Cause Related Marketing (CRM) and its impact on the purchase intention of consumers directly and indirectly. The aim of the study is to understand the impact of CRM activities on the company and its brand and analyze its influence on the purchase intention of consumers. To fulfill the objectives, descriptive research with sample of 415 consumers has been used. Data is collected with the help of semi-structured questionnaires in Delhi-NCR, India from January-June 2016. To determine sample, convenience sampling is used and analysis is done using statistical techniques such as Correlation, Regression and ANOVA. The finding of the study reveals that sponsorship, market orientation and awareness of events contribute in effective implementation of cause related marketing. Also CRM influences consumer attitude, brand loyalty and corporate reputation. CRM activities were found to have a significant impact on purchase intention of consumers. Also, the findings imply that women related and anti-trafficking issues must be adopted as the central theme for CRM activities to attract more consumers to participate in the campaign. Organizations that intent to increase purchase intention of consumers can do it through Cause Related Marketing campaigns and can understand the antecedents that make CRM a successful activity with the help of this study. The study has paid attention towards conceptualization of CRM and examining the impact of various antecedents and consequences of CRM. Such exhaustive research framework has not been developed and tested by prior studies which novel in current research.
Keywords:cause related marketing, purchase intention, sponsorship, corporate credibility, market orientation, brand loyalty, consumer attitude
Year of publishing:2017
Number of pages:str. 132-164
Numbering:no. 1, Vol. 5A
COBISS_ID:58000387 Link is opened in a new window
UDC:004
ISSN on article:2320-0502
URN:URN:SI:UNG:REP:AAJS6WCT
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Record is a part of a journal

Title:Ansal University business review
Shortened title:Ansal Univ. bus. rev.
Publisher:Ansal University
ISSN:2320-0502
COBISS.SI-ID:57996291 New window

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