Cause related marketing (CrM), being a most common form of promotion, impacts a consumer's choice and is continuously receiving a considerable attention. For any enterprise, cause related marketing builds on marketing and charity to achieve an improvement either in sales volume or image or attitude or purchase intention (PI). Therefore, the purpose of this study is to ascertain the impact of cause related marketing campaign on attitude towards product-purchase intention relationship. For this, 140 consumers were contacted through convenience sampling method for a pre-experimental causal study. A cause related marketing campaign in the form of an advertisement was shown to 70 participants (male and female) who were above 18 years of age, residing in cities of Gujarat. Multiple regression was used to measure their attitude towards products (PI). The study's findings highlight that companies practicing CrM can enhance consumers' purchase intentions.

1. Baker, M.J., & Churchill Jr., G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14 (2), 538-555. DOI: 10.2307/3151194
2. Barone, M.J., Miyazaki, A.D., & Taylor, K. A. (2000). The influence of cause-related marketing on consumer choice: Does one good turn deserve another? Academy of Marketing Science, 28 (2), 248-262. DOI : 10.1177/0092070300282006
3. Batra, R., & Ahtola, O.T. (1990). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2 (2), 159-170.
4. Benezra, K. (1996). Cause and effects marketing. Brandweek, 37 (17), 38-40.
5. Berger, I. E., Cunnigham, P.H., & Kozinets, R.V. (1996). The processing of cause-related marketing claims: Cues, biases or motivators? In C. Dröge & R. Calantone, (Eds.) 1996 AMA summer educators conference: Enhancing knowledge development in marketing (Vol. 7, pp. 71 - 72) Chicago; American Marketing Association.
6. Bigné-Alcañiz, E., Currás-Pérez, R., Ruiz-Mafé, C., & Sanz-Blas, S. (2011). Cause-related marketing influence on consumer response: The moderating effect of cause-brand fit. Journal of Marketing Communications, 18 (4), 265-283. DOI:10.1080/13527266.2010.521358
7. Bragdon, F. J. (1985). Cause-related marketing: Cases to not leave home without it. Fund Raising Management, 16 (1), 42-47, 67.
8. Brown, T.J., & Dacin, P.A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68-84.
9. Ćorić, D. S., Zivadinovic, N.K., & Dropuljic, M. (2011). The effects of cause and donation size of cause-related marketing program on consumers' intention to buy. CROMAR Conference, Working Paper Series, Paper No. 11-08, Pula, Croatia.
10. Dean, D. H. (2004). Consumer perception of corporate donations: Effects of company reputation for social responsibility and type of donation. Journal of Advertising, 32 (4), 91 - 102. DOI:10.1080/00913367.2003.10639149
11. Drumwright, M.E. (1996). Company advertising with a social dimension: The role of noneconomic criteria. Journal of Marketing, 60 (4), 71-87.
12. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research reading (p.4, pp. 258 - 270). MA: Addison-Wesley.
13. Freeman, L., & Wayne, W. (1988). Marketing with a cause takes hold. Advertising Age, 59 (5), 34.
14. Green, T., & Peloza, J. (2011). How does corporate social responsibility create value for consumers? Journal of Consumer Marketing, 28 (1), 48-56. DOI:10.1108/07363761111101949
15. Haugh, L. J. (1981). Coupons, charities team up. Advertising Age, 52 (3), 32.
16. Hou, J., Du, L., & Li, J. (2008). Causes attribute influencing consumer's purchase intention: Empirical evidence from China. Asia Pacific Journal of Marketing and Logistic, 20 (4), 363-380. DOI:10.1108/1355585081090970
17. Independent Evaluation Group. (2006). IEG sponsorship reports. Retrieved from <a href=http://www.sponsorship.com/documents/SR_Promo_Issue_01-07.pdf target="_blank">http://www.sponsorship.com/documents/SR_Promo_Issue_01-07.pdf</a>
18. Kovach, J. L. (1984). Charitable investments. Industry Week, 223 (October 1), 29-33.
19. Laaksonen, P. (1994). Consumer involvement: Concepts and research. London: Routledge.
20. Macchiette, B., & Roy, A. (1994). Sensitive groups and social issues: Are you marketing correct. Journal of Consumer Marketing, 11 (4), 55-64. DOI: 10.1108/07363769410070890
21. McIlquham, J. (1985). Zoo society finds corporate partnership easy to charge. Fund Raising Management, 16 (3), 42-47, 67.
22. Moosmayer, D.C., & Fuljahn, A. (2010). Consumer perceptions of cause related marketing campaigns. Journal of Consumer Marketing, 27 (6), 543-549. DOI: 10.1108/07363761011078280
23. Nunnally, JC. (1978). Psychometric theory (2nd Edition, pp. 240 - 243). New York: McGraw Hill.
24. Olsen, G.D., Pracejus, J.W., & Brown, N.R. (2003). When profit equals price: Consumer confusion about donation amounts in cause-related marketing. Journal of Public Policy & Marketing, 22 (2), 170-180.
25. Page, C., & Luding, Y. (2003). Bank managers' direct marketing dilemmas Customers' attitudes and purchase intention. International Journal of Bank Marketing, 21 (3), 147-163. DOI:10.1108/02652320310469520
26. Pandey, D.P. (2007). Cause related marketing. Indian Journal of Marketing, 38 (10), 10-18, 25.
27. Rosenfeld, J. (1985). Cashing in on a Noble Cause. Marketing Communications, 10 (4), 19-27.
28. Ross, J.K., Patterson, L.T., & Stutts, M.A. (1992). Consumer perceptions of organizations that use cause-related marketing. Journal of the Academy of Marketing Science, 20 (1), 93-97. DOI : 10.1007/BF02723480
29. Rossiter, J. L., & Percy, L. (1998). Advertising communications and promotion management (2nd Ed.). New York, NY: McGraw Hill.
30. Schiffman, L.G. & Kanuk, L.L. (2004). Consumer behavior (8th ed., p. 587). Upper Saddle River, N.J.: Prentice Hall.
31. Srinivasulu, Y. (2006). Cause related marketing: An incitement strategy. Indian Journal of Marketing, 37 (9), 17 - 18, 40.
32. Strahilevitz, M. A. (1999). The effects of product type and donation magnitude on willingness to pay more for a charity-linked brand. Journal of Consumer Psychology, 8 (3), 215-241.
33. Strahilevitz, M., & Myers, J.G. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24 (4), 434-446.
34. Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52 (3), 58-74.
35. Webb, D.J., & Mohr, L.A. (1998). A typology of consumer responses to cause-related marketing: From skeptics to socially concerned. Journal of Public Policy & Marketing, 17 (2), 226- 238.
36. Yang, D. J., & Li, H. J. (2007). A study of consumers' attitudes toward the methods employed by an enterprise for charitable acts: Cause-related marketing vs sponsorship. Asian Journal of Management and Humanity Sciences, 2(4), 14-35.