📄 Abstract
This study investigates consumer purchase intentions toward fast-moving consumer goods (FMCG) brands that implement cause-related marketing (CRM) and examines the link between CRM factors and corporate image. In a highly competitive environment, companies associate with social causes to enhance brand perception and strengthen customer relationships. The research aims to assess consumers purchase intentions for FMCG brands engaged in CRM and to analyse how factors such as causebrand fit, credibility, transparency, and perceived social impact influence corporate image. The study adopts a descriptive and analytical design, collecting primary data from consumers through a structured instrument. Statistical methods, including correlation and regression analysis, are used to test the hypothesis. The findings indicate that effective CRM initiatives positively influence purchase intentions and strengthen corporate image.
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📚 How to Cite:
Divya Kochukoshy, Dr. Andrews Thomas , A STUDY ON CONSUMER PURCHASE INTENTION THROUGH CAUSE RELATED MARKETING AND ITS RELATIONSHIP WITH THE CORPORATE IMAGE OF THE CAUSE SUPPORTED FMCG BRANDS , Volume 12 , Issue 5, May 2026, EPRA International Journal of Multidisciplinary Research (IJMR) , DOI: https://doi.org/10.36713/epra27510