Influence of cause brand fit on consumers purchase intention

Cause related marketing is a highly effective way to build the brand, to reinforce, demonstrate and bring life to corporate values and to make corporate social responsibility and corporate community investment visible. The cause-related marketing is one of the most rapidly growing marketing strategies reflects the current relevance and potential that marketing managers ascribe this strategy. Brand cause fit is the degree of congruence between a cause and a business's product/service. Also, the ability to influence purchase intention is a critical objective for marketing. This paper is an empirical outcome to understand the association of these two. The paper addresses the adoption, application and impact of cause-brand fit, for influencing the consumer's purchase intention. Multiple Regression is used to investigate the impact of this relationship.