Determinants of Cause-related Marketing Participation Intention: The Role of Consumer Knowledge, Cause Scope and Donation Proximity

ABSTRACT Cause-related marketing (CRM) has evolved as an effective marketing strategy and numerous organizations across the world have adopted CRM as astrategic marketing tool. There are preliminary academic research findings which suggest that consumers are receptive to CRM and it leads to strengthening of corporate credibility perceptions. There is a strong belief among consumers that companies should make positive contribution to the society by undertaking social responsibilities. Despite of plethora of research in developed countries, there is lack of research relating to Indian consumers’ intention to participate in CRM activities, which makes it essential to understand the phenomenon. This study intends to investigate the determinants of CRM participation intention by examining the role of consumer knowledge, cause scope and donation proximity. The findings provide a novel approach to the body of CRM research in emerging markets and provides valuable insights to the marketers. This research presents CRM campaign managers’ with strategies to effectively manage the determinants that influence CRM participation intention.