*Doctoral Research Scholar, Department of Business Administration, Annamalai University, Chidambaram, Tamilnadu, India
**Assistant Professor, Department of Business Administration, Annamalai University, Chidambaram, Tamilnadu, India
This research aims to probe either the link exist between repetition of Cause Related Marketing (CRM) claim and consumer level of familiarity. Subsequently either level familiarity decides the level Skeptism on CRM claim. Consequently either level of Skeptism drives consumer attitude towards the product. The design do not concentrates the emotional effects on CRM claim. The researchers completely focuses on the repetition of claim, level consumers’ familiarity and awareness, further on Skeptism towards CRM claim.
Cause Related Marketing, Skeptism, Claim Repetition, Familiarity
