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Asian Journal of Management
Year : 2018, Volume : 9, Issue : 1
First page : ( 366) Last page : ( 372)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2018.00057.4

Consumers Attitude towards Corporate social Responsibility and Cause-Related Marketing

Ms. Agrawal Barkha1,*, Dr. Goyal C. K.2,**

1Assistant Professor IBMR, IPS Academy, Rajendra Nagar, Indore

2Professor and Head IBMR, IPS Academy, Rajendra Nagar, Indore

*Corresponding Author E-mail: barkhaagrawal@ipsacademy.org

**ckgoyal@ipsacademy.org

Online published on 2 June, 2018.

Abstract

Cause-related marketing is a modern tool of corporate social responsibility used extensively by many companies. It can become a cornerstone of marketing plan. Various studies have shown ssthat cause-related marketing can positively differentiate business from the competitors and provide an edge that delivers numerous benefits, including: increased sales, visibility, customer loyalty, enhanced company image, positive media coverage and fund raising for a social cause. This article analyses the cause-related marketing concept and its main trends in research. It also examines the impact of cause-related marketing initiatives on consumer attitude as derived from the study of a questionnaire administered to youth.

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Keywords

Cause-related marketing, consumer attitude, corporate social responsibility marketing plan.

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