Munich Personal RePEc Archive

Cause related marketing and its impact on sales: mediating by brand loyalty and customer purchase intention

Hunjra, Ahmed Imran and Azam, Rauf i and Humayoun, Asad Afzal (2011): Cause related marketing and its impact on sales: mediating by brand loyalty and customer purchase intention. Published in: ACTUAL PROBLEMS OF ECONOMIICS , Vol. 131, No. 5 (2012): pp. 468-476.

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Abstract

The objective of this study is to test both CRM and sales are related direct one and examines the impact of CRM campaigns on brand loyalty, consumer purchase intention and ultimately on sales. The questionnaire was distributed among students and employees of different universities and organizations. A total of 629 properly filled questionnaires were processed for analysis. A five point Likert scale was used to assess the respondents’ level of agreement or disagreement. This study concludes that the cause related marketing campaigns have positive influence on the sale activities of companies. This link is also mediated by brand loyalty and consumer purchase intention that eventually have positive effect on sales.

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