Marketing Commons^™

Consumer Perceptions Of Cause-Related Marketing: A Comparison Of India And The United States, Kyle Palmer

Undergraduate Honors Thesis Collection

The purpose of this study is to analyze consumer perceptions of Cause-Related marketing, as well as perceived level of mercenary intent and the impact of brand/cause fit. Level of mercenary intent is the degree to which consumers believe a company is engaging in Cause-Related Marketing in order to help themselves, or to help the cause. The level of brand/cause fit is the amount of alignment between a company and the cause they are choosing to support. This is a cross cultural study, and the impact of culture will be analyzed between participants from the United States and from India. College …