Global Journal of Management and Business Research, G: Interdisciplinary, Volume 23 Issue 1

Fig. 4: Paul Perry. What’s the Purpose of Corporate Social Responsibility (CSR)?. Submittable. 04/02/2020 For companies to engage in cause marketing¹ ⁵ , there are multiple ways that they practice. 1. Licensing - A company funds a non-profit or NGO for the added benefit of utilization of its brand on products that will be on sale. 2. Messaging - In order to promote and market messages for a cause, for-profit businesses use advertising ads and content creation channels to promote the message of a cause. 3. Point-of-sale - Cashiers or automated online forms prompt shoppers to add donations to their bills to support a charity or cause. 4. Purchase triggers - companies donate a percentage of daily sales to a cause for every purchase made within the window. Cause Marketing is relatively a new term for the rusty business world. It isn't possible to use it to its best without actually knowing how to use it. Study by Nic S Terblanche et al²² helps in this problem, some recommendations to enhance revenue through cause marketing campaigns are as below:- 1. It shows that²³ "low-involvement products tend to have a strong relationship with purchase intention" which indicates that consumers tend to commit quickly to lower costs and thus lower risks, according to this statement consumers are more likely to respond more positively to a cause related marketing campaign through which relatively lower involvement product can yield more revenue (low- involvement² ⁴ products are products which are brought on a frequent basis with minimum thought and effort as they do play a vital role in the customer's lifestyle). 2. It distinguishes between cognitive and affective attitude towards a cause marketing campaign offer. "Cognitive component of attitude refers to the thought, perception or ideas of the person toward the object of the attitude. Affective component is about emotional reaction or feeling of the person toward the object of the attitude such as like or dislike". It found out that a cause marketing campaign should not only aim to appeal to the voluntary behavior of the customers intended to benefit others but also a business strategy that offers measurable returns. 49 Global Journal of Management and Business Research Volume XXIII Issue I Version I Year 2023 ( )G © 2023 Global Journals Golden Win-Win Situation Created by CSR