Title: An analysis and inter relationship between the factors of perception for cause-related marketing offerings

Authors: Shruti Gupta; Deepak Chawla

Addresses: Asia Pacific Institute of Management, Jasola, Delhi, India ' International Management Institute, New Delhi, India

Abstract: Despite the increasing prominence of cause-related marketing (CRM), academicians and marketers alike are striving to understand and get a clearer and in-depth knowledge of the perceptions of Indian urban consumers. This study identifies the prominent factors of perception pertaining to CRM in India. It also explores the relationship that exists between them. The distinctions based on the demographic attributes with respect to the factors identified as well as on the total perception is also studied using one way ANOVA/t-test. Literature review along with unstructured interviews with 15 people (eight males and seven females) in the age group 22-55 years old on factors such as motivation, attitude and purchase intention towards CRM were used to design a questionnaire. 325 respondents were personally contacted and 180 were administered the instrument using social media channels. Factor analysis was carried out to obtain factors of perception. To further examine the relationship between them, the PLS-SEM technique was employed for the measurement model. The study provides meaningful insights in the area for academic research. The implications and usefulness of the study for practitioners are also discussed.

Keywords: cause related marketing; CRM; purchase intention; perception; attitude; convergent and discriminant validity; India.

DOI: 10.1504/IJICBM.2021.116157

International Journal of Indian Culture and Business Management, 2021 Vol.23 No.3, pp.290 - 308

Received: 12 Feb 2020
Accepted: 08 Jul 2020
Published online: 12 Jul 2021 *

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