The influence of Cause related marketing campaigns on purchase intention: the mediating role of brand image and the moderating role of consumer skepticism

Cause-related marketing campaigns (CrM) were increasingly becoming a common feature of corporate marketing programs. Cause-related marketing is a marketing tool to increase business profit and serves society by corporate social responsibility. This study aims to investigate the influence of cause-re...

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Bibliographic Details
Published in:International journal of business reflections 2024-06, Vol.5 (1), p.54-73
Main Authors: Shahzad, Saqib, Sarwar, Adnan
Format: Article
Language:English
Subjects:
brand image
brand loyalty
cause-related marketing campaigns
consumer skepticism
purchase intention
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Summary:Cause-related marketing campaigns (CrM) were increasingly becoming a common feature of corporate marketing programs. Cause-related marketing is a marketing tool to increase business profit and serves society by corporate social responsibility. This study aims to investigate the influence of cause-related marketing campaigns on purchase intention; mediating the role of brand image and moderating the role of consumer skepticism. Data was collected from Punjab province through a survey questionnaire data from 362 general public. Smart-PLS was used for data analysis. The study results indicated that cause-related marketing campaigns (CrM) have a positive impact on purchase intention. The purchase intention (PI) has also a significant effect on brand loyalty. Brand image (BI) was found as a partial mediator furthermore it was seen consumer skepticism has a significant negative impact on the relationship between cause-related marketing campaigns and purchase intention.
ISSN:2708-9290
2708-9304
DOI:10.56249/ijbr.03.01.51