A Study on Cause and Product Importance of Cause-Related Marketing Campaign
Published: 2013
Author(s) Name: Kota Neel Mani Kanta, P. Srivalli |
Author(s) Affiliation: Assistant Professor, KSRM College of Management Studies, Kadapa, Andhra Pradesh, India.
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Abstract
This study is intended to observe the important charities and products felt by the public when they are to be participated in
cause-related marketing. The study also reveals the association between the cause and product which is felt to be important by
the public. These insights are more significant for the researchers in experimental research design and for marketers during the
design of cause marketing programme. The study has been conducted in two stages, initially the study has found the cause and
product important to the respondents and in the second stage the study has revealed the association between the cause and
product felt important by the respondents. The study has been successful in finding the list of causes, products and congruence
of cause and product which are been felt important.
Keywords: Cause-related Marketing, Cause Importance, Congruence
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