Authors:
Mohamad Rafiq, S. Subbulakshmi

Addresses:
1College of Economics and Business Administration, University of Technology and Applied Science, Muscat, Sultanate of Oman. 2Department of Business Administration, Chellammal Women’s College, Chennai, Tamil Nadu, India. mohamed.ragiq@utas.edu.in1, s.subbulakshmi89@yahoo.com2

Abstract:

The company’s charitable endeavours were seen as more important to its long-term competitiveness than its short-term efforts to boost sales and build its reputation. When CSR and marketing are properly combined, an organisation can benefit greatly. CRM is a technique that integrates and endorses CSR with marketing tactics. CRM can influence organisational operations and contribute to developing a socially conscious and long-lasting company. As consumer-brand identification, or CBI for short, promotes customers to form enduring relationships with brands, the interest of consumer behaviour researchers in this endeavour is understandable. The foundational theories on which the notion of CBI is built are Social Identity Theory and Self-Categorization Theory. This research explores cause-related marketing and its impact on consumer behaviour with FMCG brands. There is a shortage of research available in the context of the Indian market. There is limited evidence of any research that has ever integrated and investigated CRM and CBI concepts together. The study’s findings highlight that cause-related marketing strategies exhibit a beneficial impact on consumer behaviour. These findings hold valuable insights for marketers and can guide FMCG brands in crafting effective CRM strategies tailored to specific FMCG brands. Moreover, the study outlines future research prospects and further exploration.

Keywords: Cause-Related Marketing (CRM); Brand Warmth; Brand Prestige; Brand Experience; Consumer-Brand Identification; Brand Loyalty; Social Identity Theory; Self-Categorization Theory.

Received on: 11/08/2023, Revised on: 14/10/2023, Accepted on: 19/11/2023, Published on: 05/03/2024

DOI: 10.69888/FTSHS.2024.000150

FMDB Transactions on Sustainable Humanities and Society, 2024 Vol. 1 No. 1, Pages: 21-29

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