Cause Related Marketing and its Impact on Sales: Mediating by Brand Loyalty and Customer Purchase Intention

9 Pages Posted: 16 Aug 2012

See all articles by Ahmed Imran Hunjra

Ahmed Imran Hunjra

University of Waikato; Pir Mehr Ali Shah Arid Agriculture University Rawalpindi (PMAS)

Rauf I. Azam

Pir Mehr Ali Shah Arid Agriculture University Rawalpindi (PMAS)

Asad Humayoun

affiliation not provided to SSRN

Date Written: August 16, 2012

Abstract

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

Suggested Citation

Hunjra, Ahmed Imran and Azam, Rauf I. and Humayoun, Asad, Cause Related Marketing and its Impact on Sales: Mediating by Brand Loyalty and Customer Purchase Intention (August 16, 2012). Available at SSRN: https://ssrn.com/abstract=2130320 or http://dx.doi.org/10.2139/ssrn.2130320

Ahmed Imran Hunjra (Contact Author)

University of Waikato ( email )

Te Raupapa
Private Bag 3105
Hamilton, 3240
New Zealand

Pir Mehr Ali Shah Arid Agriculture University Rawalpindi (PMAS) ( email )

Muree Road Rawalpindi
Shamsabad, Punjab 44000
Pakistan
00923457162527 (Phone)

Rauf I. Azam

Pir Mehr Ali Shah Arid Agriculture University Rawalpindi (PMAS) ( email )

Muree Road Rawalpindi
Shamsabad, Punjab 44000
Pakistan

Asad Humayoun

affiliation not provided to SSRN

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