DOI: 10.36347/sjebm.2019.v06i07.006

Pages: 373-382

As cause-related marketing has increasingly become an essential part of corporate marketing plans this study is designed to examine the relationship between the type of cause supported by a company and its customers’ evaluation. An experimental design is used to see the impact of three different firms supporting no cause, cause with fit and cause without fit conditions on customer’s loyalty. Besides these conditions another factor religiosity is also examined to see the impact on attitude and purchase intention of consumers. Independent sample T test, ANOVA, and simple liner regression are applied on a sample of 300 students of different educational institutes of Quetta, Balochistan. The findings of the research exposed that the attitude of consumer and purchase intentions change as cause changes. However, CRM has more positive effect on customer when cause fits with the type of organization as compare to cause without fit or no cause. Highly religious people also support CRM with cause fit due to their highly religious behavior.