Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Muniyanayaka, Devarajanayaka Kalenahalli; Kolur, Vijaya Bhaskar; Kazim, Syed; Patil, Ashok; Swaroop, Kotigari Reddi; Jaheer Mukthar, K.P. Title A name given to the resource Exploring the Influence of Cause-Related Brand Partnerships on Consumer Attitudes and Purchase Decisions Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Studies in Systems, Decision and Control;Volume;238;pp.415-427 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1007/978-3-031-85398-2_37" target="_blank" rel="noreferrer noopener">https://doi.org/10.1007/978-3-031-85398-2_37</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105027018735?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105027018735?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Muniyanayaka D.K., College of Business, University of Buraimi, Buraimi, Oman; Kolur V.B., Acharya Bangalore B School, Bengaluru, India; Kazim S., Faculty of Management Studies, CMS Business School, JAIN (Deemed-to-be University), Bengaluru, India; Patil A., Symbiosis Institute of Business Management, Symbiosis International (Deemed University), Pune, India; Swaroop K.R., School of Business and Management, CHRIST University, Bengaluru, India; Jaheer Mukthar K.P., Kristu Jayanti College (Autonomous), Bengaluru, India Description An account of the resource This study examines how cause-related brand partnerships influence consumer attitudes and purchase decisions. Consumers increasingly value social responsibility, so brands align with charitable causes to enhance their image and foster loyalty. The research investigates whether these partnerships lead to positive consumer perceptions, increased trust, and stronger emotional connections with the brand. By analyzing both qualitative and quantitative data, the study explores the extent to which cause-related marketing (CRM) impacts actual purchasing behavior and long-term brand loyalty. The results suggest that while CRM can improve consumer attitudes, its effectiveness depends heavily on the perceived authenticity of the brands commitment to the cause. Brands that genuinely align with causes that resonate with their target audience are more likely to see a positive impact on both consumer sentiment and purchase behavior. The findings highlight the importance of consistent and sincere engagement for brands aiming to leverage social causes for business growth. The Author(s), under exclusive license to Springer Nature Switzerland AG 2026. Subject The topic of the resource Brand; Cause-related; Consumer attitude; Marketing; Partnership; Purchase decision Publisher An entity responsible for making the resource available Springer Science and Business Media Deutschland GmbH Relation A related resource ISSN: 21984182; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online