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The Metamorphic Influence of Cause-Related Marketing : Empowering Consumers as Catalysts for Societal Transformation (Record no. 131278)
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| fixed length control field | 02175nam a2200145 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 250304b |||||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Shikha Bhagat |
| 245 ## - TITLE STATEMENT | |
| Title | The Metamorphic Influence of Cause-Related Marketing : Empowering Consumers as Catalysts for Societal Transformation |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | P.60-79 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. biblio.abstract | Purpose : In a market where prices and quality are fiercely competitive, companies have overflowed the market with a number of suitable brands. In the competitive business world of today, marketing tactics must always evolve to meet changing times and circumstances. Researchers have been motivated to discover the underlying aspects driving cause-related marketing strategy due to its global acceptability. This research elucidated the concept of cause-related marketing and emphasized the elements that motivate consumers to engage in such initiatives and influence their choice of products.<br/><br/>Design/Methodology/Approach : The study was conducted with the help of a questionnaire sent to 480 respondents, out of which 432 questionnaires were found to be complete. Furthermore, the study examined the significance of each factor and its impact on decision-making using the confirmatory factor SEM model to analyze the data.<br/><br/>Findings : The study revealed that “Commitment” was the utmost preferred attribute for the preference of cause-related marketing products.<br/><br/>Practical Implications : A competitive edge may be obtained through cause-related marketing. Companies may provide financial support, increased awareness, and motivated actions for significant causes by making the most of their resources and efforts. This collaborative effort between companies and consumers has the potential to improve society significantly.<br/><br/>Originality : The confirmatory factor SEM model has been used in this work to address urgent problems, new trends, or important information gaps. |
| 654 ## - SUBJECT ADDED ENTRY--FACETED TOPICAL TERMS | |
| Subject | <a href="Cause-Related Marketing">Cause-Related Marketing</a> |
| -- | <a href="Societal Transformation">Societal Transformation</a> |
| -- | <a href="Consumer Buying Decision">Consumer Buying Decision</a> |
| -- | <a href="SEM Model">SEM Model</a> |
| -- | <a href="Commitment">Commitment</a> |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Shilpa Sarvani |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 80314 |
| Host Itemnumber | 109668 |
| Place, publisher, and date of publication | India Associated Management Consultants |
| Title | Indian Journal of Marketing |
| International Standard Serial Number | 0973 8703 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Journal Article |
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