AN EMPIRICAL STUDY TO MEASURE THE EFFECT OF BRAND LOYALTY AND SKEPTICISM ON PURCHASE INTENTION WITH REFERENCE TO CAUSE RELATED MARKETING IN AHMEDABAD CITY

In the modern era companies are becoming more conscious towards their marketing activities. Now a day's companies are focusing on variety of corporate social responsibility tools such as Charity, donations, employment support and sponsorships. It is observed that as a part of CSR, cause related marketing is a emerging tool where business join with the causes or charities with an aim to market the product, services or image to get the mutual benefit (Carroll 1979). Cause related marketing is an activity where a firm commits to contribute specific percentage of revenues to a specific cause based on sales of the product (Duangkaew Chaisurivirat, 2009). In simple terms cause related marketing is a combination of sales and charity to improve corporate image (Nichols, 1990).