Sales promotion involving social causes: Study of structure and effects

Abstract

Objectives: * Impact of cause related marketing on brand image of organization * Impact of cause related marketing on sales and consumers brand loyalty * Identify the need for social cause marketing, its intended objective, the effect when companies commit their shareholders' money for social issues * Effect when an important social cause is addressed by a not-so-well-known brand, would it have the same reach as a powerful brand * Impact of the various types of cause related marketing like when the cause is related or unrelated to product or service * Impact of the organization on the cause related marketing campaign