Gauging the Effect of Cause-Related Marketing in Building Positive Brand Preference Among the Millennials Living in The City of San Fernando, Pampanga

This study aimed to gauge the effect of a cause-related marketing strategy in building positive brand preference among the millennials of the City of San Fernando, Pampanga. Adhering to a quantitative methodology, an adapted closed-ended questionnaire was used as its primary data collection instrument. The researchers specifically adapted the survey questionnaire from a previous study entitled “A Study on Social Cause-Related Marketing and Its Impact on Customer Brand Preferences,” conducted by Bina and Priya (2015). The study finds that the consumers belonging to the millennial generation agree with the claims on cause-related marketing strategy, indicating a significant effect on their brand preference. The study found a significant effect, with respondents agreeing with claims about cause-related marketing strategy. These findings emphasize the impact of a cause-related marketing strategy on shaping the brand preference of millennials. The study highlights the potential benefits of adopting a cause-related marketing strategy. The positive effect observed suggests that promoting the business along with some cause-related activities in marketing has a binary use of influencing consumer brand preferences. This aligns with the growing importance of charitable practices in business strategies. In conclusion, the study demonstrates the effect of a cause-related marketing strategy in influencing the brand preference of millennials. The positive effect that was observed emphasizes the strategic importance of incorporating cause-related activities into a company’s marketing efforts, with the potential for commercial success and positive social impact.