Impact of Cause Related Marketing. A Study of Customer Behaviour Towards Select FMCG Brands in India

      Аннотация: Cause Related Marketing's time has come. Consumers are demanding greater accountability and responsibility from corporations. In an environment where price and quality are increasingly equal; where reputation and standing for something beyond the functional benefits of a product or service is all, brands are constantly competing for customer loyalty and consumer attention. 'Cause Related Marketing' is one of the most exciting areas in marketing today which benefits both business and society. 'Cause Related Marketing': * positions Cause Related Marketing in the context of marketing, corporate social responsibility and corporate community investment. * explores who cares and why, providing research analysis into corporate and consumer attitudes in India.

Ключевые слова: cause importance, cause-brand alliance, cause involvement, corporate credibility and donation size have shown a significant impact on brand image, Consumers attitude, brand attractiveness, brand awareness and recognition, consumer purchase intention.