Abstract
Cause-Related-Marketing is an emerging strategy which is used to
affect purchase intentions of a customer in a very positive way.
Purchase intentions may brace by the brand loyalty which can be an
outcome of the cause related efforts of marketing. But most of the
companies ignore its impact towards skepticism. In this co-relational
research, relationship between Cause Related Marketing and purchase
intentions has been measured, whereas brand loyalty and skepticism
played their role as intervening variables and their affect and nature of
relationship also being measured in this research. Data was gathered
from different universities and organizations. Statistical analysis
showed a positive relation between Cause Related Marketing,
skepticism and brand loyalty. Further impact of both of these
Intervening variables was administered on purchase intentions and it
demonstrated that relationship between skepticism and purchase
intentions was negative and very strong as compare to the positive
correlation of brand loyalty and purchase intentions. Regression
analysis also revealed very important information. In this research
future research directions have also been discussed. This work is
significant as achieved results can be helpful for the companies and
theoretically it’s important as this research filled a gap by studying the
important variables together which has been discussed in Pakistan
abundantly.
Fozia Rehmat, Tanzeela Farsam, Muhammad Shabbir Ahmad, Syyed Irfan Raza Naqvi, Muhammad Shoaib. (2015) Consumer Purchase Intentions Affected by cause Related Marketing, Skepticism and Brand Loyalty: A Co-relational Analysis, Journal of Managerial Sciences, Volume 9, Issue 1.
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