The influence of Cause related marketing campaigns on purchase intention: the mediating role of brand image and the moderating role of consumer skepticism

Abstract

Cause-related marketing campaigns (CrM) were increasingly becoming a common feature of corporate marketing programs. Cause-related marketing is a marketing tool to increase business profit and serves society by corporate social responsibility. This study aims to investigate the influence of cause-related marketing campaigns on purchase intention; mediating the role of brand image and moderating the role of consumer skepticism. Data was collected from Punjab province through a survey questionnaire data from 362 general public. Smart-PLS was used for data analysis. The study results indicated that cause-related marketing campaigns (CrM) have a positive impact on purchase intention. The purchase intention (PI) has also a significant effect on brand loyalty. Brand image (BI) was found as a partial mediator furthermore it was seen consumer skepticism has a significant negative impact on the relationship between cause-related marketing campaigns and purchase intention.

Keywords

• cause-related marketing campaigns
• brand image
• consumer skepticism
• purchase intention
• brand loyalty