Cause Based Branding Strategies and Implications towards Socially Responsible Performance of Generation Z

Cause based brand strategies operate when an organization builds a strategic relation with a social cause or causes which are mutually beneficial to the parties involved. Numerous research works exist in the field of cause related marketing and few are published pertaining to the issues which influence consumers buying behavior for CrM Brands. In this research study the researcher has made an attempt to understand the dynamics of the cause related marketing and its implications towards consumer socially responsible performance. In this research study the researcher has takensimple random sampling and with a sample of 390 respondents across Tamilnadu. Necessary recommendations were made to the findings that will provide a base for the corporate which are following cause marketing strategies for their brand development