The influence of Cause related marketing campaigns on purchase intention: the mediating role of brand image and the moderating role of consumer skepticism
| Autor: | Saqib Shahzad, Adnan Sarwar |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2024 |
| Předmět: | |
| Zdroj: | International Journal of Business Reflections, Vol 5, Iss 1, Pp 54-73 (2024) |
| Druh dokumentu: | article |
| ISSN: | 2708-9290 2708-9304 39981258 |
| DOI: | 10.56249/ijbr.03.01.51 |
| Popis: | 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. |
| Databáze: | Directory of Open Access Journals |
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