The Impact of Cause Related Marketing on Consumer Perception and Brand Loyalty

The effect of cause related marketing on consumer perception and brand loyalty Cause-Related Marketing (CRM) has become an effective strategy tool to be used by companies, which intend to position their brands better, affect consumer perception, and achieve long-term brand loyalty. Although it is rapidly being embraced, most CRM campaigns do not gain consumer longevity since there is doubt about the authenticity and transparency of the brand. The current research examines the correlation between CRM, consumer perception and brand loyalty alongside test mediating consumer trust and moderating brand-cause fit. The paper deals with the Indian FMCG industry, the sphere of which CRM activities have begun to grow following the COVID-19 pandemic and more significantly. The research will use a structured questionnaire and a sample of 100 participants to offer the information on the impact of CRM on the attitude of customers and the aspects involved in effective CRM strategies. The results will be used to develop persuasive, credible and emotionally appealing CRM initiatives by the brands.