A study on attitudinal behavior and purchase intention with reference to cause related marketing

Abstract

This paper is intended to understand the factors influencing the attitude towards company and purchase intention in Cause Related Marketing context, when a firm is associated to a cause or charity programme. The study establishes that corporate motive, level of acceptance of cause-brand alliance and corporate credibility are the antecedents of positive attitude towards company and purchase intention contributes key to the success of cause related marketing. It is assumed that attribution of corporate motive can be categorized as altruistic and corporate centric motives. The public assuming cause related marketing campaign initiated by the company as corporate centric motive becomes negative to the company image rather than perceiving altruistic motive. Furthermore, attribution of corporate motive as altruistic will enhance level of acceptance of cause-brand alliance. Higher level of acceptance can enhance corporate credibility and in turn positively influence attitude and purchase intention. The study has made an attempt to understand the relationship between the factors like corporate motive, level of acceptance of cause-brand alliance and corporate credibility influencing attitude towards company and purchase intention.