Factors influencing millenials’ attitude towards cause-related marketing programmes and its impact on brand preference and brand loyalty

Piara Lal, Sandyah Rihan (2020) Factors influencing millenials’ attitude towards cause-related marketing programmes and its impact on brand preference and brand loyalty. [Dissertation (University of Nottingham only)]

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Abstract

The aim of this research is to identify factors that influence attitude of millennials towards Cause-Related Marketing (CRM) programmes and its impact on brand preferences and brand loyalty. The research investigates the antecedents of brand preference and brand loyalty with a mediating role of consumer attitude, simulating the Theory of Reasoned Action (TRA). Outcomes from the research depicted that individual value of consumers and their attitude towards CRM programmes has an influence on brand preferences and brand loyalty.

The methodology used was quantitative in nature where surveys were carried out on millennials regarding the influence that CRM has on their preferences on aspects such as specific CRM programme types, individual values and brand preferences. The sample size chosen for the analysis included 151 respondents and selection was based on convenience sampling technique. SPSS (v24.0) software was used to analyse data, which was gathered from the survey.

The findings relating to the hypothesis individual values and income level of individuals do have an influence on attitudes towards CRM. Additionally, a corollary positive association can also be hypothesised for attitudes towards CRM, which then affects brand loyalty. Nonetheless, the analysis also indicated that sociodemographic factors (i.e. gender and education level) and types of CRM programmes do not significantly influence attitude towards CRM. The conclusion that has been obtained through the analysis is that the individual values and attitude along with the effectiveness of CRM programmes contribute significantly towards brand preferences and brand loyalty of millennials to brands that adopt CRM approach in their business model.

A discussion on the analysis and the recommendations to marketing managers is put forth towards the end of the research.

Item Type: Dissertation (University of Nottingham only)
Keywords: cause related marketing(CRM), millenials' attitude, brand loyalty, income level
Depositing User: Piara Lal, Sandyah
Date Deposited: 03 Aug 2020 08:02
Last Modified: 03 Aug 2020 08:15
URI: http://eprints.nottingham.ac.uk/id/eprint/60259

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