Cause related marketing campaigns and Charity Influence on consumer purchase intentions

Abstract

Many companies are linking themselves to worthwhile causes to exercise their social responsibility and build more positive images,. These days every product seems to be tied with some cause. Companies now sponsor dozens of cause-related campaigns each year. Many are backed by large budgets and a full complement of marketing activities.The findings indicate that consumer purchase intentions are influenced by the charity with cause-related marketing campaigns. Furthermore it was observed that the brand awareness and charity partially mediate the impact of CRM campaigns on consumer purchase intentions. An initial conceptualization was developed from mainstream literature to be validated through empirical research. The conceptualization was then tested with primary quantitative survey data collected from students studying in different colleges of Kashmir Division of state J&K. Correlation and regression analysis were used to test the key hypothesis derived from literature positioning brand awareness and charity mediating the relationship between CRM and consumer purchase intentions.