Cause-Related Marketing Campaigns and their Impact on Behavioral Change: A Review

Description

DOI: https://doi.org/10.5281/zenodo.19553868

Pravin Chandra Singh¹, Gaurav Tewari², Ranjeeta Tripathi³, Mukesh Shekhar⁴, and Sujay Vikram Singh⁵ (MSMSR, Mats University, Raipur, Chhattisgarh¹, Amity School of Hospitality Amity University Uttar Pradesh Lucknow Campus, Lucknow, Uttar Pradesh^2,3,4, and Amity School of Hospitality Amity University Uttar Pradesh, Lucknow, Uttar Pradesh⁵)

Businesses are employing cause-related marketing increasingly to fulfil strategic goals and exhibit corporate social responsibility. Cause-related marketing (CRM) is known to improve customer loyalty and reputation. Customers’ impressions of a company’s engagement in social programs and how much they assist the cause tend to affect its projected image shift. This quantitative research reviews Dettol Banega Swachh India (DBSI) and Savlon Swasth India Mission marketing campaigns. The analysis shows that both brands’ impactful work to make hygiene more accessible. This research also examines how cause-related marketing strategies of both brands help to raise awareness and impact livelihood of people. At last, limitations and future directions are discussed.