Measuring The Effectiveness Of Cause Related Marketing Initiatives

The present research study is an attempt to understand the cause related marketing initiatives of the select telecom companies. A comparative assessment of the campaigns has been done in terms of time duration, congruence, resource investment and senior management involvement. Furthermore effectiveness of these campaigns has also been studied in terms of their ability to enhance behavioural intensions and brand image. The data has been collected using the field survey method using a structured questionnaire that was pre-tested and personally administered to the target population of individual mobile subscribers. The data was collected using convenience sampling technique. The results indicate that there exists a significant difference between the Cause Related marketing initiatives of the select telecom companies. The analysis further indicated that there is significant variation between the campaigns in terms of behavioural intentions and brand image.