Volume : III, Issue : II, February - 2013

Cause Related Marketing: A Study on Purchase Intention

Kota Neela Mani Kanta, D. V Ramana, A Mayur Kumar

Abstract :

An increasing need of marketing strategies in present challenging and dynamic world, the companies needed to be enlightened about cause marketing. so, This study is intended to understand causal relationship between attitude, beliefs, behavioral intention and corporate image of a company associated with cause marketing campaign. The survey has gathered opinion from 134 students(PG). The study found, positive likely hood towards cause marketing and relationship among the variables.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Kota Neela Mani Kanta,D. V Ramana,A Mayur Kumar Cause Related Marketing: A Study on Purchase Intention Indian Journal of Applied Research, Vol.III, Issue.II February 2013

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