Cause Related Marketing: A Study on Corporate Motive

Abstract

This paper is intended to understand the factors influencing the attribution of corporate motive, when a firm is associated to a cause or charity programme. The researcher feels that publics attribution of corporate motive is 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 altruistic motive. In this regard the study has intended to explore the factors influencing the attribution of corporate motive. The study has been successful in understanding the relationship between the factors like longevity, congruence and quantity of purchase influencing corporate motive. This paper has given valuable insights on the variables of corporate motive.

Keywords: Cause Related Marketing, Corporate Philanthropy, Corporate Motive, Altruistic Motive

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