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