Abstract:
The present paper focus on ITC notebook and try to understand consumer social responsibility for cause related brand and how their preference level changes with different firm donations, and how this activity leads to brandloyalty in long run. An experimental design with 693 participants was used. The results shows that consumers like cause related marketing campaigns and ready to do extra effort for that brand, provided the donation amountinvested by companies should be high as much high as company can provide for the cause. Elaborative offers and attitude toward the advertisement affect the social brand image of the company, and these two affects along withbrand image produce positive results on brand loyalty among consumers for such low involvement products
Machine summary:
Koul 1,3,4 Shri Mata Vaishno Devi University, Jammu (J&K), India 2 Indian Institute of Management, Ahmedabad, India ABSTRACT: The present paper focus on ITC notebook and try to understand consumer social responsibility for cause related brand and how their preference level changes with different firm donations, and how this activity leads to brandloyalty in long run.
Elaborative offers and attitude toward the advertisement affect the social brand image of the company, and these two affects along withbrand image produce positive results on brand loyalty among consumers for such low involvement products .
Keywords: Brand loyalty, Brand social responsibility image, Cause related marketing, Consumer social responsibility INTRODUCTION Developing countries like India represent a lucrative business opportunities for multinational companies (Sethi et al.
The purpose of this research is, first, to advance our understanding of how consumer social responsibility orientation affects brand image inclination, which is mediated between CSR and BSRI, and attitude toward the advertisement.
While other researchers focused of the results that CRM effective increases with time (Till and Nowak, 2000) Brand loyalty leads to repeated purchasing from the consumers but the underlying factors of repeated purchasing were unknown (Quester and Lim, 2003).