ISSN

2321-5763 (Online)
0976-495X (Print)


Author(s): Barkha Agrawal, C. K. Goyal

Email(s): barkhaagrawal@ipsacademy.org , ckgoyal@ipsacademy.org

DOI: 10.5958/2321-5763.2018.00057.4   

Address: Ms. Barkha Agrawal1, Dr. C. K. Goyal2
1Assistant Professor IBMR, IPS Academy, Rajendra Nagar, Indore
2Professor and Head IBMR, IPS Academy, Rajendra Nagar, Indore
*Corresponding Author

Published In:   Volume - 9,      Issue - 1,     Year - 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.


Cite this article:
Barkha Agrawal, C. K. Goyal. Consumers Attitude towards Corporate social Responsibility and Cause-Related Marketing. Asian Journal of Management. 2018; 9(1):366-372. doi: 10.5958/2321-5763.2018.00057.4


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DOI: 10.5958/2321-5763 


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