Effect of cause related marketing on customer attitude and purchase intention

A quarter of a century ago, American Express engaged in a novel marketing initiative. For each new cardholder they acquired, they committed to contribute one cent toward the restoration of the Statue of Liberty. The campaign's remarkable success exceeded all expectations and provided evidence for a novel marketing idea: cause-related marketing (CRM). This strategy, in which a business donates a predetermined sum to a charitable organization in order to increase sales, is becoming more and more popular. Companies now spend billions of dollars a year on cause marketing because they believe it works well in competitive markets and with consumers who are becoming more conscious of social issues. Considering that CRM is a relatively recent discovery, specialists are particularly interested in it because of its potential effects on consumer behavior. There are still gaps in our knowledge of how CRM affects customer attitudes and purchase decisions, despite increased focus. This thesis delves into this specific topic, focusing on the ways in which CRM techniques affect customers' attitudes, perceptions, and purchasing behaviors. We used a variety of theoretical frameworks and polled various consumers in order to resolve these dynamics. Despite the limitations imposed by the size of our participants base, our findings clearly show a connection between CRM and consumer behavior. Customers' buying decisions are influenced by their propensity to support and foster positive attitudes toward businesses that participate in cause campaigns. The demographics of our respondents limited the scope of this intriguing research. Subsequent investigations may provide a more profound understanding, which would be advantageous for experts and scholars in the domains of marketing communication and strategy.