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.
Download (128kB) | Preview
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.
|Item Type:||MPRA Paper|
|Original Title:||Cause related marketing and its impact on sales: mediating by brand loyalty and customer purchase intention|
|Keywords:||Cause related marketing, brand loyalty, consumer purchase intention, companies sales, fast foods|
|Subjects:||L - Industrial Organization > L2 - Firm Objectives, Organization, and Behavior > L25 - Firm Performance: Size, Diversification, and Scope|
|Depositing User:||Ahmed Imran Hunjra|
|Date Deposited:||16. Aug 2012 09:44|
|Last Modified:||11. Feb 2013 23:18|
Adkins, S. (2004). Cause related marketing: who cares wins. Oxford: Elsevier Butterworth-Heinemann.
Baker, M.J. and Churchill, G. A. (1977). The Impact of Physically Attractive Models on Advertising Evaluations," JMR, 14 (November), 538-555.
Barone, MJ., Miyazaki, AD. and Taylor, KA. (2000). The influence of cause-related marketing on consumer choice: does one good turn deserve another? Journal of the Academy of Marketing Science, 28(2): 248-62.
Batra, R., and Ahtola, O.T. (1988). Hedonic and utilitarian antecedents of consumer attitudes. Working Paper, Columbia University.
Bentler, P.M. and Bonett, D.G. (1987). This week’s citation classic. Current contents, Social and Behavioral Sci., 19: 16.
Bloemer, J.M.M. and Kasper, H.D.P. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16(2): 311-29.
Brink , D. et.al., (2006). The effect of strategic and tactical cause – related marketing on consumers' brand loyalty. Forthcoming Journal of Consumer Marketing.
Brown, T.J. and Dacin, P.A. (1997). The company and the product: corporate associations and consumer product responses. Journal of Marketing, 61(1): 68-84.
Burton, S. and Lichtenstein, D.R. (1988). The Effects Ad Claims and Ad Content on Attitude Toward the Advertisement. Journal of Advertising, 17 (1): 3-11.
Carlson, L., Grove, S.J. and Kangun, N. (1993). A content analysis of environmental advertising claims: a matrix method approach. Journal of Advertising, 22: 27-39.
Chattananon, A., Lawley, M., Supparerkchaisakul, N., and Leelayouthayothin, L. (2008). Impacts of a Thai cause-related marketing program on corporate image. International Journal of Emerging Marketing, 3(4): 348-363.
Dekimpe, M.G., Steenkamp, J-B.E.M., Mellens, M. and Van den Abeele, P. (1997). Decline and variability in brand loyalty. International Journal of Research in Marketing, 14(5): 405-20.
Dick, A.S. and Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2): 99-113.
Ellen, P.S., Mohr, L.A. and Webb, D.J. (2000). Charitable programs and the retailer: do they mix? Journal of Retailing, 76(3): 393-406.
Farache, F. and Perks, K.J. (2008). Cause Related Marketing: Consumers’ Perceptions and Benefits for Profit and Non Non-Profits Organisations. BAR, Curitiba, 5(3): 210–224.
Fellman, M.W. (1999). Cause marketing takes a strategic turn, Marketing News, 26 April, p. 4.
Fombrun, C. and Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. Academy of Management, 33(2): 233-58.
Jacoby, J. and Chestnut, R.W. (1978). Brand Loyalty Measurement and Management, John Wiley & Sons, New York, NY.
Jacoby, J. and Kyner, D.B. (1973). Brand loyalty vs repeat purchasing behavior. Journal of Marketing Research, 10(1): 1-9.
Joreskog, K.G. and Sorbom, D. (1993). LISREL 8: Structural equation modeling with the SIMPLIS command language. Chicago: Scientific Software International.
Lorge, S. (1998). Is cause-related marketing worth it?'' Sales & Marketing Management, June, p. 72.
Mason, J.C. (1993). What image do you project? Management Review, 82(11):10-11.
Matson, E.W. (1994). Can Cities Market Themselves Like Coke and Pepsi Do? International Journal of Public Sector Management, 7(2): 35-41.
Mohr, L.A., Webb, D.J. and Harris, K.E. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. The Journal of Consumer Affairs, 35(1): 45-72.
Nowak, L.I. (1999). Cause marketing alliances: corporate associations and consumer responses, presented at the 1999 American Marketing Association Winter Educators' Conference.
Oliver, R.L. (1997). Satisfaction: A Behavioral Perspective on the Consumer, McGraw-Hill, New York, NY.
Osterhus, T.L. (1997). Pro-social consumer influence strategies: when and how do they work? Journal of Marketing, 61: 16-29.
Quester, P. and Lim, A.L. (2003). Product involvement/ brand loyalty: is there a link? Journal of Product & Brand Management, 12(1): 22-38.
Spethman, B. (1999). Charitable contributions', PROMO Magazine, February, pp. 30-36.
Stipp, H., and Schiavone, N. P. (1996). Modeling the Impact of Olympic Sponsorship on Corporate Image. Journal of Advertising Research, 36(4): 22-28.
Strahilevitz, M. and Myers, J.G. (1998). Donations to charity as purchase incentives: how well they work may depend on what you are trying to sell. Journal of Consumer Research. 24(4): 434-46.
Tabachnick, B.G. and Fidell, L.S. (2007). Using multivariate Statistic, 5 Editions. Pearson Education Center.
Taylor, L.R. (2007). Cause-related marketing: a new perspective on achieving campaign objectives amongst fast moving consumer goods. Strategic Change, 16: 79–86.
Thorson, E., Page, T. and Moore, J. (1995). Consumer response to four categories or `green' television commercials'', in Kardes, F.R. and Sujan, M. (Eds), Advances in Consumer Research, 22, Association for Consumer Research, Provo, UT, pp. 243-50.
Till, B.D., and Nowak, L.I. (2000).Toward effective use of cause-related marketing alliances. Journal of Product Brand Management, 9(7): 472-484.
Traylor, M.B. (1981). Product involvement and brand commitment. Journal of Advertising Research, 21(6): 51-6.
Varadarajan, P.R, and Menon, A. (1988). Cause related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52(3): 58-74.