Determinants of cause related marketing: An evidence from India

Pages: 40-45
Dinesh Kumar and Harbhajan Bansal (Haryana School fo Business, GJUS & T, Hisar, Haryana)

The cause-related marketing is one of the most rapidly growing marketing strategies reflects the current relevance and potential that marketing managers ascribe this strategy. Cause related marketing is a highly effective way to build the brand, to reinforce, demonstrate and bring life to corporate values and to make corporate social responsibility and corporate community investment visible. This paper is an empirical outcome to understand the determinants affecting cause related marketing. It addresses the adoption, application and impact of cause related marketing, used by marketers, for the promotion and sale of their products. Factor analysis is used to identify the determinants. This paper also investigates the impact of demographic profiles of customers on cause related marketing.