Role of product cause fit in cause related marketing campaign decisions

Abstract

The research started with the aim to get a better understanding of Cause Related Marketing Campaigns (CRMC) from a whole perspective. In order get a complete understanding of the Cause Related Marketing Campaigns (CRMC), the element namely Product Cause Fit was studied. The Campaigns showed to the consumers like, (PCF - 1, PCF - 2, and PCF - 3) in order to understand the consumer’s response. The consumers are moderately agreed with all three types of models. Hence their response to Cause Related Marketing Campaigns (CRMC) is moderate based on the mean values. Further the researcher found that there is a relationship between Product Cause Fit and Corporate Image. Also Corporate Image has direct influence on Purchase Intention. In this way researcher suggest the corporates to concentrate more while determining cause for Cause Related Marketing Campaign which determines the corporate image in the minds of consumers.