The effects of cause related marketing ad on the attitude towards the brand and purchase intention: An application on the academic staff of Anadolu University

Nowadays, as a result of the increase in the needs of society and the impossibility that governments have to meet all of those needs, individuals expect the corporations to be sensitive and show social responsible behaviors towards the social cause. Furthermore, consumers? prefering the corporate which are sensitive to the social cause while choosing the product causes the social responsibility activities to be necessity in marketing efforts. As a result of these trends, corporations give messages consisting of social responsibilitiy to their target audience by relating their product to a social cause. Cause related marketing (CRM) is a kind of corporate social responsibility. In CRM campaigns when the consumer purchases a product some amount of money they pay is donated to the cause. Drawing attention to CRM and raising awareness about CRM campaigns carry a lot of weight. It is expected that the concern of the world of business over CRM campaigns will grow when the effect of CRM ads on the customers has been exposed. Furthermore the research is important for drawing attention to the corporate social responsibility efforts.