Antecedents and dimensions of cause related marketing: A conceptual framework

Competition has forced the companies to implement innovative strategies to induce and retain consumers (Sunder, 2007). Cause related marketing (unique form of CSR) is a well-established strategy to gain competitive advantage. Cause Related marketing is an upcoming marketing strategy, where organization commits to donates predefined contribution to a selected cause from each sale concluded. This paper undertakes methodical analysis of prevailing work for better understanding and recording of the antecedents of CRM strategy and has also explored the possible outcomes of this strategy. This study is first of a kind study that has integrated CRM and self-brand connection. Researcher proposes theoretical model by integrating and interrelating the antecedents and outcomes of CRM. Literature suggests that there exists a theoretical relationship between CRM and consumer attitude that leads to selfbrand connection. Outcome of this exploration has both managerial and academic inference.