Impact of Cause Marketing on Brand Affinity
European Journal of Molecular & Clinical Medicine,
2020, Volume 7, Issue 10, Pages 2580-2584
AbstractIn the modern world, marketing plays a vital role in the quality of a product, the price of various products, and the services provided in the market. Many of the companies are using cause marketing to make differentiation of the products. The main aim of the cause is to make a difference in society by attracting customers through purchasing. Cause marketing will allow the companies to connect with the customers and have engagement in societal responsibility. Cause marketing will make customers and employees satisfied when there is a good quality of brands and profits when there is a cause. The cause is something extraordinary that brings benefit to society. The cause marketing campaign should be conducted honestly for a positive environment and increase the customers’ loyalty towards the cause on brand. While conducting a cause, the marketing campaign should make the customers aware of the campaign through advertising, various social media, and have a full presence in the campaign than providing money for the campaign. The cause marketing campaigns will attract many customers and thus increase customer loyalty towards the brand, and they become loyal customers for that brand.
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