Development of Corporate Image Tool in Fmcg Sector: Leveraging Cause-Related Marketing for Sustainable Impact

Detailed survey data on the corporate image of fast-moving consumer goods concerning cause-related marketing from consumers' perspective were covered in this research. The survey data is based on a questionnaire that includes demographic variables of Indian consumers, as the data was collected from Kerala state, India. The data set consists of thirteen statements based on four factors contributing to the corporate image of fast-moving consumer goods concerning cause-related marketing. The factors were Consumer cause identification, Type of cause-related marketing campaigns, Guilt appeal, and Inferred motive. The thirteen statements in the questionnaire cover both positive and negative statements along with demographic variables. The survey data consists of responses from 323 consumers who use fast-moving consumer goods concerning cause-related marketing. The questionnaire is drafted by the authors which is original and not adopted from anywhere. Using the data set the questionnaire is standardized and this can be useful for researchers in a similar field to collect data concerning the corporate image of fast-moving consumer goods companies, in connection with cause-related marketing.