Cause-Related Marketing and Consumer Response: A Study of Nigerian Soft Drink Industry

Abstract

This study examined consumers’ response to cause-related marketing. Data were drawn, mainly through questionnaire, from 308 lecturers of government-owned universities in South East, Nigeria. Analyzing the data using Pearson correlation coefficient, the study unveiled that there is significant relationship between cause-related marketing and consumers’ perception of a firm, purchase intentions and word-of-mouth. In conclusion, cause-related marketing, as a promotional strategy, can positively influence consumer attitude and purchase behaviour toward a firm. The study, therefore, recommended strategic tips to a successful cause-related marketing campaign.

Keywords: Cause-related marketing, Consumer response, Nigerian soft drink industry, University lecturers.