Impact of Cause-Related Marketing on Ad Credibility and Brand Attitude

Marketing on Ad Credibility and Brand Attitude

Abstract

Throughout the world, cause-related marketing is known as an effective product promotion tool to persuade people to buy. In Pakistan, this tool is in its embryonic stage with little literature in books related to marketing. Thus, this study aims to ascertain the direct effects of cause-related marketing on ad credibility and brand attitude as multidimensional constructs. Due to the financial limitations, sample was collected from only four cities of Pakistan including Lahore, Karachi, Islamabad and Peshawar. Convenience sampling technique is used to collect the data. The data was collected through self-administered questionnaires. The results of the study discovered that there is a positive impact of cause related marketing techniques on ad credibility and brand attitude. The findings of the current study suggest that cause-marketing associated with any product or service can be very effective marketing tool through which companies can get competitive advantage in the market.