Exploring the Influence of Cause-Related Brand Partnerships on Consumer Attitudes and Purchase Decisions
Brand; Cause-related; Consumer attitude; Marketing; Partnership; Purchase decision
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.
Muniyanayaka, Devarajanayaka Kalenahalli; Kolur, Vijaya Bhaskar; Kazim, Syed; Patil, Ashok; Swaroop, Kotigari Reddi; Jaheer Mukthar, K.P.
Studies in Systems, Decision and Control;Volume;238;pp.415-427
Springer Science and Business Media Deutschland GmbH
Restricted Access; Hardcopy may be available in the library
https://doi.org/10.1007/978-3-031-85398-2_37 https://www.scopus.com/pages/publications/105027018735?origin=resultslist
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