|
|
| |
| Impact Of Cause-Related Marketing On Company's Corporate Image and Consumer Purchase Intention: A Case Study of FMCG Sector of District Peshawar
Download PDF
|
Jawad Khan, Sajad Ali, Noorulhadi
|
Abstract:
Cause-Related Marketing (CRM) is a new marketing strategy that is not limited to current and traditional methods and from more complex facts or such as a sense of self-sacrifice and generosity. This study's objective is to investigate the relationship between CRM, consumer purchase intention (CPI), and corporate image (CI) among consumers of the fast-moving consumer goods (FMCG) industry in District Peshawar, Pakistan. Two hundred questionnaires were given to students attending various universities in the Peshawar district in order to test the conceptual model. Correlation and regression analysis were used to test the key hypothesis derived from the literature. The result of the data analysis confirmed all assumptions and showed that CRM has a direct and positive effect on CI and CPI. The data was gathered from universities situated in Peshawar only. Hence, future research could extend these findings to other cities in Pakistan to test their generalizability. Further research can be carried out through data collection from those people who actually participated in CRM campaigns to identify the original behavior of customers instead of their purchase intentions. This research and the claims made are limited to the FMCG industry. Moreover, it contributes to close the gap of empirical research in this field, particularly due to the diverse attitude of customers in less developed countries like Pakistan.
|
|
|
| | |