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Abstract

As the globalization of markets is advancing at a rapid pace, it is becoming increasingly difficult for companies to differentiate and space out their brands from competitors by conventional and predictable attributes, such as price and quality. Even so, consumer expectations from businesses have been growing, so much so that they are socially aware, brand literate and all time vigilant about business activities. In order to become meaningful entities, brands need to be associated with some representative and symbolic values, such as altruism and civic mindedness. A growing number of firms are entering into commercial and social partnerships with nonprofit organizations to achieve their business objectives and cause related marketing is one example of such a partnership. The study was motivated by the fact that few studies relating to CRM practices and campaigns were available in the Indian context. The present study analyses the various cause marketing campaigns being run by the business firms respectively.

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