Corporate social responsibility campaigns on brand image and consumer purchase intention

Cause Related Marketing Campaigns are a part of Corporate Social Responsibility. The research examines the influence of Corporate Social Responsibility campaigns on Brand Image and Purchase Intention of consumers. The study analyzed the effects of CSR campaigns using a set of structured questionnaires on the FMCG consumers. The consumers were selected using Mall intercept survey at a leading mall. The primary data was collected from 178 respondents. Reliability and Validity was tested for the items used in the study. A hypothesized model was developed based on the CSR literatures and the model was measured using Structural Equation Modeling. The findings of the research reveal that CSR Campaigns has direct effect on purchase intention and Brand image. Brand image has more effect than Consumers Purchase Intention. The researcher used Manova to find whether Age and education has a positive effect on CSR Knowledge and purchase intention. Manova findings showed a significant effect of age and education on CSR Knowledge and Purchase Intention. This study will help the firms to be at more advantageous side if they work on CSR campaigns, as it helps to enhance the Brand image, increase the attractiveness and also helps to change the attitude of consumers that impacts