Can Cause-Related Marketing (CRM) ‘Light’ up the Brand Image? An Insight into the Perceptions of Jordanian Consumers

Tareq N. Hashem, Mohammad Ahmad Niqresh


The main aim of this research study is to examine the influence of Cause-Related Marketing (CRM) campaigns on the perceived brand image, brand loyalty and intention to buy among Jordanian customers. A self-administered questionnaire was distributed to 300 shoppers by using convenience sampling in Amman, Jordan. The results of the study showed that CRM is mainly used by corporations in order to demonstrate their commitment to charitable behavior and Corporate Social Responsibility (CSR). The study revealed that customers in Jordan understand the underlying idea and purpose of CRM practice and have clear perceptions and attitudes about it.

Keywords: Cause-Related Marketing (CRM), Brand Image, Purchase Intention, Solidarity Purchase, Brand Loyalty, Consumer Buying Behavior, Commitment to Society.

JEL Classifications: M31

DOI: 10.7176/EJBM/12-36-02

Publication date: December 31st 2020

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