Cause Related Marketing and its Impact on Sales: Mediating by Brand Loyalty and Customer Purchase Intention
9 Pages Posted: 16 Aug 2012
Date Written: August 16, 2012
The objective of this study is to test CRM and sales in their direct relation and examine the impact of CRM campaigns on brand loyalty, consumer purchase intention and ultimately on sales. The questionnaire was distributed among students and employees at different universities and organizations. A total of 629 properly filled questionnaires were processed for the analysis. A five point Likert scale was used to assess the respondents' level of agreement or disagreement. This study concludes that cause related marketing campaigns have positive influence on sales activities of companies. This link is also mediated by brand loyalty and consumer purchase intention that eventually have positive effect on sales.
Keywords: cause related marketing, brand loyalty, consumer purchase intention, companies’ sales
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