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International Review on Public and Nonprofit Marketing

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18.01.2020 | Original Article

Consumer skepticism towards cause related marketing: exploring the consumer tendency to question from emerging market perspective

verfasst von: Sujo Thomas, Sonal Kureshi

Erschienen in: International Review on Public and Nonprofit Marketing | Ausgabe 2/2020

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Abstract

There has been an increase in number of skeptical consumers who do not trust the actions of the marketers. Cause related marketing (CRM) is primarily being used by companies to position themselves on a social platform to develop a positive image in the mind of their customers. It is being increasingly used in several countries to build long term relation between the company and the consumer. The growth of CRM is not restricted to developed countries but has been gaining increased attention in several emerging countries. Knowledge and awareness are necessary ingredients to increase effectiveness of CRM, lack of which may result in consumer skepticism. This study explores consumer awareness and skepticism towards CRM which so far has received little attention from researchers. Statistical analysis was employed to examine the role of socio-demographic variables on both these variables. Data was collected through a survey of 500 consumers from five cites. The findings suggest that higher awareness could lead to higher skepticism. Younger consumers and females were found to less skeptical about CRM. Important implications for researchers are drawn in this study in the area of consumer skepticism towards CRM pertaining to emerging markets like India.

Vorheriger Artikel Charity flea markets – an amalgamation of product philanthropy and volunteering

Nächster Artikel Marketing social marketing theory to practitioners

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Titel: Consumer skepticism towards cause related marketing: exploring the consumer tendency to question from emerging market perspective
verfasst von: Sujo Thomas
Sonal Kureshi
Publikationsdatum: 18.01.2020
Verlag: Springer Berlin Heidelberg
Erschienen in: International Review on Public and Nonprofit Marketing / Ausgabe 2/2020
Print ISSN: 1865-1984
Elektronische ISSN: 1865-1992
DOI: https://doi.org/10.1007/s12208-020-00244-5

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