Impact of Cause Related Marketing on Consumer Purchase Intention: Mediating Role of Corporate Image, Consumers' Attitude and Brand Attractiveness

Qamar, Nida
October 2013
Middle East Journal of Scientific Research;10/17/2013, Vol. 16 Issue 5, p633
Academic Journal
The main purpose of this paper was to find impact of Cause Related Marketing campaigns on consumer purchase intention in context of Pakistan. A vast review of literature was done to form basis for empirical findings. For the collection of primary data, self-administered questionnaires were distributed among respondents. A total of 350 respondents were initially contacted, out of which total of 278 responded back. For finding the mediating effect of three mediators; corporate image, consumers' attitude and brand attractiveness; Barron and Kenny mediation approach was used and to find the indirect effects, calculating standard errors and finding their significance with the help of Confidence Intervals; Bootstrapping technique was used. The results of this study show that Cause Related Marketing campaigns do contribute in consumers purchase intention and other mediating factors also mediate the relation of Cause Related Marketing and purchase intention. Keeping in mind the results of the study, firms will be at more advantageous side if they work on Cause Related Marketing campaigns, as it helps to enhance the corporate image, increase the brand attractiveness and also helps to bring the positive change in the attitude of consumers which eventually impacts the final consumer purchase intention.


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