Final Report

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Understanding Customer Advocacy and Purchase
Intentions through Cause Related Marketing Campaigns and Brand
Image in the Beverage industry of Pakistan
Group Members
Adina Amjad l12 4721
Bilal Sultan l12 4772
ShahzebKhalid l12 4781
Advisor's name
Dr. Zia khan
May 2016
Fast School of Management
National University of Computer and Emerging Sciences

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Table of Content
1. EXECUTIVE SUMMARY .…………………………………………………………………… 1
2. ABSTRACT …..……………………………………………………………………………….. 2
3. INTRODUCTION ……………………………………………………………………………… 4
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3.1 Introduction of Beverage Industry…..………………………………………….….... 4
3.2 Research Objectives .….............……………………………………………………. 4
3.3 Significance on the study……...………………...…………………………….…… 5
3.4 Purpose of Study ………...………………………………………………………...... 5
4. LITERATURE REVIEW……………………………………………………………………… 6
1.1 Cause Related Marketing ……..……………………………………………………… 6
1.2 Brand Image …………………..…………………………………………..……….. 10
1.3 Customer Advocacy ………………………………………………………………... 12
1.4 Customer Purchase Intentions .…………………………..…………………………… 15
1.5 Research Model ….…….……………………………………………………………. 17
5. RESEARCH DESIGN ........……………………………………………………………........... 18
5.1 Research Methodology ………..…………………………………………………….. 18
Time Dimension ……………………………………………………………………. 18
Sampling Technique ……………………………………………………………….. 18
Data Sources ……………………………………………………………………….. 19
6. DATA ANALYSIS AND SAMPLING DESIGN…...……………………………….……… 19
6.1 Data Collection and Sampling Procedure …………………….……………………. 19
6.2 Measurement Scale ………….…………………………………………………….... 20
6.3 Sample Size ……………………………………………………………………….. 21
7. FACTOR ANALYSIS –SPSS …….…..……………………………………………….….. 21
7.1 Why use it …..………………………………………………………….…….…... 21
7.2 Interpretation with one example ………………………………………….….….... 21
7.3 KMO Test ………………………………………………………………….…....... 23
8. SPSS INTERPETATION .…………..…………………………………………………..... 23
8.1 Cause Related Marketing …………………………………………………........... 24
8.2 Customer Advocacy ……………………………………………………………... 24
8.3 Brand Image ……………………………………………………………………. . 25
8.4 Customer Purchase Intentions …………………………………….……………… 25
9. FACTOR LOADING TABLE –SPSS ………..………………………..………………….. 26
10. SMART PLS 3.0 INTERPETATON ……………………………………………………… 27
10.1 Cause Related Marketing ….……….…………………………………. 27
10.2 Brand Image ..…………………………………………………………. 27
10.3 Customer Purchase Intentions .………………….……………………. 28
10.4 Customer Advocacy ……………………..…………………………….. 28

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11. SMART PLS 3.0 FACTOR LOADINGS ….…….…………………………………………… 30
12. AVERAGE VARIANCE EXTRACTED ….………………………………………….……… 31
13. COMPOSITE REALIBILITY ……….………………………………………………………. 32
14. DISCRIMANT VALIDITY ………..……………………………………………………….…. 33
15. WHY NEED BOOT STRAPPING ………………………………………………………… 33
16. T-VALUES AND HYPOTHESIS EVALUATION. …………………………………………. 34
17. PAST RESEARCH ON OUR MODEL …………………………………………………….... 35
18. BETA VALUES AND INTERPETATION …………………………………….…………..... 36
20. CONCLUSION .……….…...…………………………………………………………………. 36
20.1 Discussion and Managerial Implications ..…..………………………………………. 37
20.2 Limitations and Opportunities for Future Research …….………………….………… 38
21. APPENDIX …………………………………………………………………………………... 40
21.1 Research Model ………………………………………………………………… 40
21.2 Questionnaire ….……………………………………………………………….. 41
21.3 Snapshot’s of SMART PLS 3.0 ……………………………………………….. 44
22. BIBLIOGRAPHY …………………………………………………………………………..... 46

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LIST OF TABLES
Table1…...………………………………………………………………………………… 22
Table2 …..……………………………………….…………………………….................. 23
Table3….………………………………………………………....................................... 26
Table4………………………………………………………………………...................... 28
Table5……………..………………………………………………………........................ 33
Table6………………………………………………….................................................... 35
LIST OF FIGURES
Figure1 ……………………………………………………………………….………....... 18
Figure2 …………………………………………….………………………………………. 38
Figure3………………………………………………………………………………..…… 39
Figure3.a……………………………………………………………………..……………. 40
Figure4 ……………………………………………………………………………………. 46

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EXECUTIVE SUMMARY
The consumption of beverages has significantly increased over the past few years because of
increasing number of social events, change in consumption pattern, and change in consumer
lifestyle they contributed to increase in the volume of Beverage industry of Pakistan. The beverage
industry has saturated to great extents that increasing sales through increasing customers has
become a challenge; therefore companies are looking for new strategies to influence customers to
purchase their product. This report discusses whether the cause related marketing campaigns
increase customer purchase intensions and improve brand image, and are Purchase Intension and
Customer Advocacy are outcomes of strong brand image.
The research tests the five hypotheses: H1: Beverages industry making effective cause-related
marketing campaigns will generate purchase intension, H2: purchase intension leads to customer
advocacy, H3: Effective cause related marketing campaigns will lead to a strong brand image, H4:
brand image will have a positive impact on customer advocacy and H5: brand image will have a
positive impact on customer purchase intentions. The causal model was tested through Structural
Equational Modeling through special type of modeling that is Partial Lease Square and SPSS.
After the careful evaluation of model’s reliability and validity, the casual model was evaluated
After the detailed analysis of the results it was concluded that H2 was rejected and H1, H3, H4and
H5 were accepted. Therefore purchase intension doesn’t directly create customer advocacy and is
indirectly created as cause-related marketing campaigns help companies in building strong brand
images which helps them to increase their sales as it creates purchase intensions and further creates
customer advocacy as per our testing.
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ABSTRACT
Purpose
The main purpose of this paper is to analyze the impact of cause-related marketing on customer
purchase intentions and brand image. Furthermore, the impact of brand image on purchase
intentions and customer advocacy.
Design / Methodology /Approach
Based on field survey of 257 respondents from different areas of Lahore Pakistan, the hypothesized
model is tested through Smart Partial Least Square 3.0 and SPSS based on data of respondents
collected through online and conventional survey.
Findings
The findings demonstrate that customers of beverage industry in Pakistan recognize impact of
brand image on purchase intentions and on customer advocacy. Respondents consider cause-
related marketing campaigns as having direct impact on building positive brand image which
further help companies in increasing sales as it creates purchase intension and influence customer
advocacy. On the contrary,Purchase intensions doesn’t influence customer advocacy directly
which is indirectly affected through cause related marketing campaigns.
Practical implications
In relation to our previous findings reported in literature review, our research depicts the explicit
contribution of Cause-Related Marketing campaign towards building the brand image, Customer
Purchase Intentions and customer advocacy. The findings thus reports that beverage industry
should consider Cause Related Marketing campaign as an important factor to create positive brand
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image in the minds of consumer that is how brand Image can be enhanced through perfect
implementation of cause related marketing campaign.
Originality / Value
The originality of our research paper lies in the overall context in which our research was
conducted. The beverage industry of Pakistan had not been extensively researched and analyzed.
Our proposal for a comprehensive model evaluates the role of purchase intention on customer
advocacy and mediating impact of brand image on customer purchase intentions and cause related-
marketing. Hypothesis H5 that “brand image will have positive impact on Purchase intensions”
has also been verified by the previous study conducted by (Webb and Mohr, 1998). Apart from
this the hypothesized Relationship of “Cause related marketing and Brand image” (H1) is also
established and supported in literature (Mehrani 2014).
Keywords
Cause Related Marketing, Customer Purchase Intentions, Customer Advocacy, Brand image,
Beverage industry, PWOM, NWOM
Paper Type
Our paper type is Research paper
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INTRODUCTION OF BEVERAGE INDUSTRY
Over years beverage industry has emerged as a progressive sector in Pakistan. A broad
categorization of the beverage industry would include divisions like cola’s, juices, milk drinks,
energy drinks (like red bull etc.), tea and espresso, and in addition bottled water. In different
categories many players overwhelm base upon their specialization and target audience in this
industry. The beverage industry of Pakistan has a lot of potential for growth and development.
Increase of competition has created challenge for companies to look for new ways to attract
customers through their marketing efforts in order to increase their sales.
Research Objectives
The purpose of this study is to understand the impact of cause-related marketing campaign on
overall purchase intensions, customer advocacy and brand image in beverage industry of
Pakistan.Cause Related Marketing is independent wheras the purchase intentions and customer
advocacy are dependent variable and mediating variableis Brand Image. The research study will
be guided by following research questions for the investigations:
1) To find out the impact of cause related marketing campaigns on purchase intension in
beverage industry of pakistan
2) To find out the impact of purchase intension on customer advocacy
3) To find out the impact of cause related marketing campaigns on brand image.
4) To find out how the brand image influence customer advocacy in beverages industry
5) To find out the impact of brand image on customer purchase intensions
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Significance of the Study
In Pakistan general refreshment business sector is ruled by tea and carbonated soft drinks.Carbonated
drinks are entirely prominent all over the world and particularly among the youth.As per an industry
gauge the CSD refreshment industry's income is about Rs.185 billion(Khan,2014).
A thorough understanding and knowledge of factors that have an impact on customer advocacy will
be very useful in guiding owners of beverages industry to develop purchase intension through
appropriate Cause -Related Marketing Campaigns and building effective ways for creating strong
brand image. This research helps to find whether purchase intensions and Brand image are the
outcomes of cause- related marketing campaign and dose these factors leads to customer advocacy.
If purchase intensions and brand image are not the outcomes of cause related marketing then the
beverage industry will know that these factors do not play any significant role to create customer
advocacy. So increasing these factors will not result in generating sales, but will incur extra costs. So
this will help the industry to decide how to create effective cause-related marketing campaigns. They
will come to know the minds and perception of customers that what kind of campaigns they want and
they expect from the companies and what factors will help in creating strong brand image. What will
help them create customer purchase intention which leads to customer advocacy. The research has
many future implications.
Purpose of Study
Now a day’s customers are way powerful than before because of the technological era. For
example if one customers is satisfied with any kind of product let’s say if one person likes Pepsi,
then he is going to tell others about his experience, the process will continue. So for that purpose
companies do a lot of cause-related marketing campaigns in order to generate and drop a positive
influence on the minds of consumers. Our project is mainly based on the empirical research of Page 5

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usefulness of the cause related marketing promotions of the beverage industries which is leads
positive brand image and purchase intension. We can see that around the world there are thousands
of campaigns, they all are for generating positive word of mouth among the people. So we are
going to find out the effectiveness of cause-related marketing campaigns.
The main purpose of this paper is to analyze the impact of cause-related marketing on customers
purchase intentions and brand image. Furthermore, the impact of brand image on purchase
intentions and customer advocacy.
LITERATURE REVIEW
Cause Related Marketing
In an article (Douwe van den Brink, 2006)Brink termed “CRM as a specific marketing activity through
which the firm promises its consumers to donate company resources to a worthy cause for selling the
each unit of product or service.”(pg 16)
In a recent article by Varadarajan and Menon (1998) it is noted that cause-related marketing (CRM) is
distinct from other types of marketing of marketing activities and is “characterized by an offer from
the firm to contribute a specified amount to a designated cause when customers engage in revenue
providing exchanges and that satisfy organizational and individual objectives.”(ross, ann, & patterson,
2011)(pg58).
Cause-related marketing campaigns are done because of two objectives first one is to support a social
cause and second is to enhance marketing performance. Researchers have observed that selecting most
ideal cause assume a key part in making and building organization’s goodwill.
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In an article (Fombrun & Shanley, 1990)it is expressed organizations that benchmarked cause-related
marketing and used it as standard impeded with their brands; they succeeded in situating great picture
of their image in the brains of the consumer bringing about tremendous difference in sales.
Two kinds of needs are carted though cause related marketing campaign. Primary needs are such as
alleviation of hunger, disease etc and to improve the quality of life is the secondary needs (Qamar &
Nida, 2013).CRM has been found as a strategic tool to pull in customer towards a cause which
eventually would increase sales of the corporation. Cause related advertising has various purposes,
from awing shareholders, to enhancing the corporate picture and reputation.
It is stated in an article by Babu and Mohiuddinthatas per past inquires about around 92% of
respondents trusted that Cause Related Marketing creates positive picture of organizations and brands
that support cause. Cause Related Marketing assist in delivering positive change in customer's state of
mind in regards to the brands that support it.
CRM appeared to be a good approach in order to raise funds for charitable organizations. Large number
of consumers purchases a product or a service fundamentally on account of their desire to support a
cause. Cause-related marketing is multi-dimensional and all the more intense device than
other promoting devices like free testing, coupons and so on even its inexpensive and helps association
in long haul to accomplish its objectives.
CRM activities affect brand loyalty and customer buy aim. In most by far of the past composing which
gave the immediate connection in the middle of CRM and sales and ignoring the part of mediating
elements like customer buy aim and brand loyalty on sales of the association figure 2.1 (pg3)
(Humayoun, 2012). The current study confirms that former set up connections keeping in
mind the end goal to minimize the gap impact.
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Any kind of gap effects will be minimized if our study verifies the previous established
relationship. Individuals are for the most part energetic about CRM and consider it as a good
method for supporting charities and great cause.(marlen demetriou, 2009).
For every business social and environmental issues have become essential key attentiveness. One
of the real objectives of cause related marketing is to build image of the brand by enhancing the
parent company’s reputation for being a corporate good citizen. The cause should be consistent
with the picture that organization is looking to fabricate.
Cause-related marketing can either be tactical which means organization ties with a cause for a
limited period of time on the other hand some organization views CRM as a strategic activity and
use it over time in order to change overall attitude of customer’s towards the organization. Many
organizations have began to use it as either a strategic or tactical tool in order to achieve the
objectives such as increasing sales, market shares, improving corporate social responsibility and
last but not the least improving the corporate or product image.Number of articles has indicated
that many companies have been successful in attaining the objective by using CRM (Till &
Nowak, 2000) .
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Companies are struggling in order to create a positive corporate image in the mind of its target
market for this purpose they are using cause related marketing campaigns as a strategy to gain
competitive edge in market place.
A study was conducted by Webb and Mohr (1998) as well as Anselmsson and Johannson (2007)
and they came up with this that customers’ purchase intentions are influenced by the corporate
image of a company involved in cause related marketing. Based upon the literature review it is
proposed that cause related marketing campaigns enhance the brand awareness among the
company’s customers which leads to influence their purchase intensions.
Many previous studies that have been conducted have only focused on customer purchase
intensions while ignoring important role of brand awareness and the image of the organizations.
(Shahbaz Shabbir:, Ahmad, & Qureshi, 2010)
According to the research conducted by John K. Ross Most respondents believed that cause related
marketing campaigns are good approach in order to generate cash for a cause and respondents
further indicated that they had purchased products of a company to support a cause and uttered
favorable attitudes towards both the firm that support a cause and the charitable organization.
Women had more favorable attitudes toward both the firm and the cause than did males and also
consumer remember advertisements that focus on social or environmental cause. (John K. Ross
III, 1991)
Cause-Related Marketing helps in producing positive change in consumer’s attitude regarding the
brands that support it. Research was conducted in order to know how consumer feel about cause related
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marketing campaign to provide guidance to practitioners concerning the effective use of CRM (John,
Ross, Mary, & Patterson, 2011)
Brand Image
According to (Hsieh, 2004), "a successful brand image enables consumers to identify the needs
that the brand satisfies and to differentiate the brand from its competitors, and consequently
increases the likelihood that consumers will purchase the brand" (p. 252).
(Reynolds, 1965) Noted that "an image is the mental construct developed by the consumer on the
basis of a few selected impressions among the flood of the total impressions; it comes into being
through a creative process in which these selected impressions are elaborated, embellished, and
ordered" (p. 69)
(Kotler, 2001) Defined image as "the set of beliefs, ideas, and impression that a person holds
regarding an object" (p. 273)
On the other hand, (Keller, Jan 1993) considered brand image as "a set of perceptions about a
brand as reflected by brand associations in consumer's memory" (p. 3).
Corporate personality is referred to as the self-presentation of an organization that comprises of
the signs offered by an association through its behavior, correspondence and images. These signs
are got by different groups, both internal and external and are shaped into impression of and state
of mind towards the association that, fundamentally constitute a "picture" of an organization
VanReil postulated that an image is a set of meaning by which an object is known and through
which people describe, remember and relate to it.
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In a research article by (marlendemetriou, 2009) author recommend that CRM can be a feasible
approach to upgrade corporate picture, CRM can possibly draw in individuals mentally and
emotionally and henceforth make positive corporate picture.
Brand image plays a significant role to increase the performance of any kind of business in terms
of sales. It is considered as a very strong influenced variable and a tool as it can change the mind
of people and their buying behavior .People knows the value of brand. The brand is considered
while in the purchasing decision and when customer’s preference comes into play. Image can make
a quality in parts of offering customers to process data, some assistance with comparing the brand,
making the motivation to purchase and buy, create positive emotions and last but not the least it
also proved as a basis for extension. So to maintain and create the image of the brand is important
because it is essential part of organizations marketing programs and when we talk about making
strategies. Therefore the brand image is very crucial as it leads to the consequences like consumer
satisfaction and consumer loyalty.
According to Hong and Zinkhan(Ataman, 2003), brand preference and consumer’s purchase
intentions are highly influenced by the self-congruency of the ad.
(Reynolds, 1965) Noted that "an image is the mental construct developed by the consumer on the
basis of a few selected impressions among the flood of the total impressions; it comes into being
through a creative process in which these selected impressions are elaborated, embellished, and
ordered" (p. 69)
(Kotler, 2001)Defined image as "the set of beliefs, ideas, and impression that a person holds
regarding an object" (p. 273, On the other hand, (Keller, Jan 1993)considered brand image as "a
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set of perceptions about a brand as reflected by brand associations in consumer's memory" (p. 3).
Brand image plays a significant role to increase the performance of any kind of business in terms
to sales. It is considered as a very strong influenced variable and a tool as it can change the mind
of people and their buying behavior .People knows the value of brand. The brand is considered
while in the purchasing decision and when customer’s preference comes into play. Summing up
we can conclude that image can create a value in aspects of helping consumers to process
information, comparing the brand, creating the reason to buy and purchase, generate positive
feelings and last but not the least it also proved as a basis for extension. So creating and then
maintaining he image of the brand is very necessary because it very important part of companies
marketing program and when we talk about making strategies. Therefore the brand image is very
crucial as it leads to the consequences like consumer satisfaction and consumer loyalty. Good
brand image can definitely enhance the consumers purchase intentions which will ultimately create
the awareness of that particular brand.
Customer Advocacy
Customer advocacy is defined as ‘member actions of positively representing the company to the
customer and the customer to the company” (SEILING, 2008).
Probability of purchasing a brand will be affected by the relative recurrence of PWOM and
NWOM about the brand. Clients frequently credit their image choice to WOM.
In a study by(Robert East, 2008) a survey was conducted to see the impact of Positive word of
mouth and word of mouth, and 48% claimed that Negative word of mouth, influenced their
decisions.
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In another study, Thomas determined the role of cause-related marketing on brand image,
organization image, purchase decision, and word of mouth advertising where cause-related
marketing was found to improve brand and organization image.(Mehrani, 2014)
An organization may want to bind strong relations with customers and achieve their support by
getting to be a dedicated illustrative of clients’ interests (Urban, Spring 2005).
Under the customer advocacy approach, a firm furnishes clients and prospects with open,
legitimate, and finish data. The firm gives clients guidance so they can locate the best items, even
in the event that those items are not the organization's items. The genuineness of support
accompanies the truth that clients will take in reality at any rate. When the organization is
deceiving the clients and customers, clients will distinguish the deceptions and act likewise.
Similarly when an organization grasps genuineness, it must have great, if not the best, items. With
straightforwardness, this is the best way to gain the client's buy.
Customer Advocacy is not a path for an organization to talk at clientsin fact , it is a shared dialog
and an association that accept that if the organization advocates for its clients , those clients will
clients, those clients will respond with trust, buys, and persisting devotion. It is an association
between a firm and its clients to the common banquet of both. An organization advocates for
clients' hobbies, and clients advocate for the organization by purchasing its items and assisting it
with outlining better items. Most imperative, the clients tell others about the firm and its items.
Promotion has duality: The organization made by support is shared and corresponding. On the
other hand those clients educate others concerning the positive organization, client obtaining
expenses decrease, and client inclination for the item develops. Organizations that backer for
clients appreciate more chances to offer a more extensive scope of items to more individuals. This
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can prompt development in deals in light of the fact that clients and their companions pick the
organization's items. The customers and clients come to understand that the organization offers an
additional worth that is reflected in a value that merits paying. Summing up all we can say that
customer advocacy is an important tool now a days for both customers and organization to enhance
and bind strong relationship between them.
(Gilly et al, (1998) Indicated in his research article that lack of effective information to differentiate
products or services can increase the risk of purchase. He predicted through his research that in
future word of mouth message will be a very important reference for consumers to establish
consumers purchase decision making process. Moreover this type of message can effectively
decrease the risk and uncertainty that is associated with purchasing different products and services.
(Sabramani and Rajagopalan, 2003) In last two decadesvarious platforms such as discussion
boards and other online communication toolsuch as facebook , twitter & my space are increasingly
being recognized for how they affect the adoption and use of product and services.(Senecal and
Nantel , 2004) proposed and examined how word of mouth can influence product choice using
experimental study of consumers who seek or use online recommendations as a source. In this
research article author explicitly mentioned that word of mouth play a very influential role in
selection process of a product.
(Susanta, TaherAlhabsji, M.S. Idrus, Umar Nimran( 2013) ) investigated in their empirical
research paper that relationship marketing has become the core of marketing mix. They
investigated that customer advocacy can be affected by various factors.
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In their empirical research study they have found that loyalty and customer commitment have
influence on customer advocacy.
Customer Purchase Intentions
In the article of (Whitlark, Geurts and Swenson, 1993) authors defined “Purchase Intention as
purchase probability associated with an intention category at the percentage of individuals that ill
actually buy product”.
In this Era Customer purchase intention is basically defined as a consumer who makes a purchase
and he would have intentions to buy a product of a particular brand. The purpose of using CRM
and building way for improving brand image is to enhance the customer purchase intensions for a
specific product or a brand which further leads to increase customer advocacy. In past many
researchers have been done on brand image and purchase intentions. According to (Webb and
Mohr, 1998) research study they have argued that customer purchase intentions are influenced by
the brand image of a company which is particularly involved in cause-related marketing. Customer
purchase intentions are a very complex process. Customer purchase intentions are usually related
behavior, attitude, and perception of customers. Purchase intention can be changed due to price,
quality, and value. (Gogoi, 2013)In addition to that customers purchase decisions are changed to
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due internal and external motivations during the buying process According to research study of
(Hernández and Küster, 2012) attitude towards brand has a huge impact on the customer purchase
intentions. If a person has positive attitude towards a brand, most likely that person will have
purchase intentions for that brands, and on the other hand if not then that person will least likely
have purchase intentions for that particular brand. (Nelson Barber, Pei-JouKuo, Melissa Bishop
and Raymond Goodman Jr, 2012) According to this research psychographics’ can also be used to
measure the purchase intentions and it is also important to use values to bring attitudinal change
in customers. Furthermore there are many factors that affect purchase intentions of customers are
therefore researchers will conduct marketing research in future on customer purchase intention.
(Wang and Yang , 2010 ) investigated the effect of brand image and credibility on customer
purchase intention with the limitations to focus his research on China automobile industry. They
proposed that brand image and awareness affect the relationship with customer purchase intention
as a mediating variable. However (Bian and mouthino (2011) investigated variables such as
perceived brand image, direct or indirect impacts (mediator and moderator) , product knowledge
and involvement on consumer purchase intention.
In research article of (Mohammad ,Neda (2012) ) they investigated the relationship among three
variables 1. Word of mouth (Independent variable) 2. Brand image (mediating variable) 3.
Customer purchase intentions. With the help of their data analysis they found in their empirical
study that Word of mouth, customer purchase intention and Brand image have positive relationship
among them.
(Bamber, Phadke , and Jyothishi (2012)) investigated that product knowledge plays a very
important role in customer purchase intentions. They argued that consumers who have more
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(Kempfand ,Smith (1998) ) evaluated a similar model related to product knowledge and customer
purchase intentions . They evaluated the consumer’s knowledge about the product on product
evaluations. The results indicated that consumers having more knowledge about a product are able
to solve their problem with lesser efforts compared to less knowledgeable consumers. Thus
have a impact on customer purchase intentions.
(Ying Feng Kuo, Chi Ming and Wei Jaw Deng (2009)) In case of online purchase limited time
promotional offers , price , emotional value leads to higher purchase intentions .
Research Model
Figure 1-research model: which provides a graphical representation of inner model relations
between all constructs
Cause
Related
Marketing
Customer
Purchase
intentions
Customer
Advocacy
Brand
Image
H1 H2
H
3
H5 H4
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Hypothesis
• H1: Beverages industry making effective cause-related marketing campaigns will
generate purchase intension
• H2: purchase intension leads to customer advocacy
• H3: Effective cause related marketing campaigns will lead to strong brand image.
• H4: brand image will have positive impact on customer advocacy
• H5: brand image will have a positive impact on customer purchase intentions
RESEARCH DESIGN
Based on the research question formal study was conducted in order to test the hypothesis
The Time Dimension
Cross sectional study was done for this research, which “entail the analysis of data collected from
a population, or a representative subset, at one specific point in time”. It was done because it will
be carried out once with no intension to carry it out on repeated pattern in future as it is for
academic purpose.
Sampling Technique
We used non probability sampling technique which is subjective this suggests that every
respondent doesn't have equivalent chance of being incorporated. The research will be directed
entirely for academic purposes so we will utilize convenience testing because of the constraints of
time, expense and exertion. In spite of the fact that convenience testing is less dependable however,
it is simplest to direct and most suitable according to our limitations.
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Data Sources
The sample survey was conducted into city, for this purpose self-administered questionnaire was
prepared based on investigative and research question. We have anticipated maximum of 28
questions and sample was approximately in between 250-300. Data collection method was done
through filling the survey questionnaire from customers who seen any cause related marketing
campaign. Though the study will be primary in its nature but still secondary research was done at
early stage of research work to identify whether CRM is Portraying positive image of company and
helps in increasing their sales. For this purpose we have studied articles, blogs and other social
networking websites.
DATA ANALYSIS AND SAMPLING DESIGN
Followed by the data collection phase, data analysis is the most crucial stage. We use SPSS
and smart PLS 3 . Entire data from the surveys was examined andanalyzed to convert it in to
useful information. This information was constituted to draw fndings and conclusion.
Data collection and sampling procedure
A total of 257 valid responses were collected from customers who remembered watching cause
related marketing campaigns. 61.86% of the respondents were male, while 38.13% were female.
75.87% of the respondents were 18-30 years old, while 19.45% were 31-40 years old and the rest
of the 4.66% respondents reported themselves as over 40 years. 52.14% of the respondents were
students, 38.13 % were on job, and 9.72% were housewives. In response, three procedural
remedies were applied first; survey was collected by person who was properly trained. Secondly,
the mode of utilizing self-administered questionnaires was adopted, In order to minimize bias
effects on the customer. Finally, previously established and empirically tested scales were adopted
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for the constructs that were to be studied within this research. In addition to this, within the research
design, the data were intended to be collected from several locations. The research was also
designed to ask customers to respond to questions in terms of their perceptions about companies
that use cause- related marketing campaigns.
Measurement scale
Muti-item constructs based on five point likert-type scale starting from 1(strongly disagree) to 5
(strongly agree) was adopted from previous studies to measure Cause Related marketing, Brand
Image, Purchase intensions and Customer Advocacy table( Table 4 ). To measure Cause related
marketing campaigns 7 items were adopted from proposal of John K. Ross (2011). Moreover 6
items were adapted from (ValarieA. ZeithamI, 1996)to measure customer advocacy that were used
to gauge the customer experience as how they convey it to others. In the same way 7 items were
adopted from (Jaffarh, 2012) to measure purchase intensions which were characterized on the 1-
Price, 2-quality,3-Store image and 4-Advertiment.
Brand image was measured by means of nine-items adapted from (YANG, 2010)(MARTIN &
BROWN, 1991). This scale has been especially developed for the beverage industry in order to
understand the overall image of the brand indulges in such activity of cause-related marketing
campaigns.
Construct reliability and validity should be achieved to assess the quality of the overall model.
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Sample size
Table. 1----------The following table gives the details about our survey sample.
Variables N=257 Sample %
Male 159 61.86%
Female 98 38.13%
Age
18-30 195 75.87%
31-40 50 19.45%
41 and above 12 4.66%
Occupation
Students 134 52.14%
Housewife 25 9.72%
On Job – Includes
managers
who are working in beverage
industry
98 38.13%
FACTOR ANALYSIS-SPSS
The Factor Analysis is an in-depth exploratory analysis. The factor analysis groups and arranges
similar variables into dimensions. This process is basically detecting the latent variables. As we
discussed that factor analysis is an explorative analysis so it does not distinguish between
independent and dependent variables. Factor analysis is a technique that requires a large sample
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size. Factor analysis is based on the correlation matrix of the variables involved, and correlations
usually need a large sample size before they stabilize, 1000 sample size or more is excellent.
Why use it
Factor analysis can be used for the method of data reduction. It does this by seeking underlying
Unobservable (latent) variables that are reflected in the observed variables (manifest variables).
Factor Loadings
Factor loadings represent how much a factor explains a variable in factor analysis. Loadings can
range from -1 to 1. Loadings close to -1 or 1 indicate that the factor strongly affects the variable.
Loadings close to zero indicate that the factor has a weak affect on the variable.
For example, we can see in below example CRM 1’s factor is 0.894. It means this question has
strong effect on CRM. It means that people do believe that CRM is a good idea.
Independent Variable: cause related Marketing campaign
Factor
Loadings
CRM1 Cause related marketing campaign is a good idea 0.894
CRM2 Consumer remember having seen causerelated marketing advertisement 0.748
CRM3
Consumer purchase product or service because of CRM promotion
0.998
CRM4
Consumer believe cause related marketing promotion is a good
way to raise money for nonprofit organizations
0.949
CRM 5 The amount of contribution to a causemake a difference in consumer decision toto
purchase
0.736
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KMO
The KMO stands for Kaiser-Meyer-Olkin. It’s basically tells a measure of Sampling Adequacy for
both overall and for each variable., that is the sample is larger enough to provide the right precision
of survey both overall and for each variable. KMO values greater than 0.8 can be considered good,
i.e. an indication that component or factor analysis will be useful for these variables.
Our Values-We can see that all KMO values of our variables came out to be near 0.8. This tells
us that all these variables have adequate sample and they are good to go for factor analysis part.
SPSS FACTOR LOADINGS- INTERPETATION
The benchmark for our analysis for factor loadings of variables was 0.60 and above.(Thomas,G.
H.1951).However,generally values above 0.5 were acceptable for interpretation.To make our analy-
sis more accurate have taken factor loadings about 0.6 and above as shown in Table 3.
Table 3 represents the factor loadings and how much the variable contributes to each factor.
Variables KMO
Cause related marketing campaign 0.774
Purchase Intension 0.751
Brand image 0.806
Customer advocacy 0.747
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Cause Related Marketing
In the construct of cause related marketing all the items i.e. CRM1, CRM2, CRM3, CRM4, CRM5,
CRM6 and CRM7 show values greater than 0.6 which indicated that construct is measured correctly
by using these items. The analysis that can be drawn from this is that peopleconsider CRM as a good
idea,they remember advertisments that are based on cause related marketing campaign , they preffer
purchasing products or service from the brand that do cause related marketing advertismentsin order
to help non profit organizations, they belive it is a good way to generate money for non profit
organization,attract non users towards the brand, respondents belived that the amount of contribution
to a cause makes a difference in their decision to purchase and consumer areattracted more to a local
cause than a national cause plays an important role in cause-related marketing campaign.
Customer Advocacy
In customer advocacy CA1 was deleted the analysis that can be drawn from this is that most of the
people were not clear with the questions of which specific product of the company to be considered
or possitive information about what ? Quality ? Packaging? Price? so the item was deleted in order to
measure construct accurately.
While CA2, CA3,CA4, CA5 and CA6 were accepted as values were above 0.6. Hence, were
considered indicators that played significant role.Considering XYZ first choice to buy, Encouraging
people, recommending the product, complains if experienced problem and defending product if
people saynegative plays important role incustomer advocacyaccording to respondents .All questions
played an important role in measuring the considerations of respondents that is why these questions
were not deleted.
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Customer Purchase intentions
In Customer purchase Intention all the items PI1, PI2, PI3, PI4, PI5, PI6, PI7 showed the values greater
than 0.6 which means that Price, Attractive packaging of the product, advertisments of the brand,
Message conveyed to the consumer by the brand, store image, Quality and checking price at
supermarket among the brands to ensure they acquire the best value for money plays important role
in Purchase intensions according to the respondents due to which these items were not deleted in order
to measure construct accurately.
Brand Image
In brand image BI4and BI5 were deleted because their value lies below 0.60 the analysis that can be
drawn from this is that respondents were unable to understand quality of what specific feature ? About
quality of Beverage can ? Ingredients quality? Or shelf life quality. Whereas for satisfaction consumer
may have larger expectation from the brand and they are not yet satisfied compeletlymay be in terms
of product availibily etc. while BI1, BI2, BI3, BI6, BI7 ,BI 8 and BI9 were accepted from the analysis
it can be concluded that brand differentiation, favorable attitude toward
brand, Strong brand, design of the advertisements, best brandand staying with brand were considered
as significant indicator of the construct.
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Table 3-factor loading SPSS
Independent Variable: cause related Marketing campaign
Factor
Loadings
CRM1 Cause related marketing campaign is a good idea 0.894
CRM2 Consumer remember having seen causerelated marketing advertisement 0.748
CRM3
Consumer purchase product or service because of CRMpromotion
0.998
CRM4
Consumer believe cause related marketing promotion is a good
way to raise money for nonprofit organizations
0.949
CRM 5 The amount of contribution to a causemake a difference in consumer decision
toto purchase
0.736
CRM6 CRM promotions attract nonusers of a brand 0.958
CRM7
Consumer are attracted more to a local cause that a nationalcause
0.897
Percentage Cumulative Variance 79.049%
Independent variable: Customer Advocacy
CA1 I will share the positive informationabout this product of XYZ to others 0.418
*Deleted
CA2 Consider XYZ your first choice to buy 0.902
CA3 Encourage friends and relatives to go to buy XYZ product 0.726
CA4 Recommend XYZ product to other people 0.780
CA5
Complain to other customers if you experience a problem withXYZ'
0.919
CA6 Defend XYZ when people say something negative 0.897
Mediating Variable: Brand Image
BI1 This brand is different from competing brands 0.725
BI2 I hold favorable attitudes toward this brand 0.789
BI3 The brand is strong 0.770
BI4 The products have a high quality 0.365
* Deleted
BI5 I feel satisfied with the brand 0.458
*Deleted
BI6 The brand has a personality/quality thatdistinguishes itself from competitors 0.721
BI7 The design of this brand‘s ads is really well
Done
0.653
BI8 It's one of the best brands in the region 0.748
BI9 I would stay with the brand 0.725
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SMART PLS 3.0
Cause Related Marketing Campaign
CRM2 CRM3, CRM5 which are “consumer remember having seen cause related marketing
advertisement”, “Consumer purchase products or services because of CRM promotion” and “The
Amount of contribution to cause make a difference in consumer decision to purchase” were deleted
because values were less than 0.60 which can be interpreted as respondent may remember the
advertisement due to other factor such as humor or may be some kind of offer due to which they did
not agreed hence it was deleted in order to measure construct accurately secondly CRM3 was also
deleted analysis that can be drawn is that respondents may believe that there are also other factors
that can affect purchase decisions such as price , product , location etc. Lastly CRM5 was deleted
as consumer don’t believe that amount of contribution is important to cause, it is the satisfaction
they get in helping nonprofit organizations which affects their decision to purchase.
Brand Image
BI5, BI6, BI7 and BI8 were deleted because factor loadings were less than 0.60. BI5 “ I feel satisfied
with the brand” was deleted analysis that can be drawn here is that consumer may have larger
expectation from the brand and they are not yet satisfied compeletly may be in terms of product
availibily etc so the item was deleted, BI6 “the brand has personality/quality that distingushes it from
competitor” was deleted because respondents might have not understood the statement as on which
basis to judge the brand on, is it the personality or quality. Several other factors were missing from this
measure such as differ on price , Good Will , Reputation , PR so the item was deleted in order to
measure construct correctly. BI7 “the design of the advertisment is really well done” was deleted the
analysis that can be drawn here is that the consumers might want change in the design of overall
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advertisment BI8 was deleted “It is one of the best brands in region “ respondents may be unable to
understand in what region or they may not know all the countries or brands in the region and on what
criteria.
Customer advocacy
CA6 was deleted because its value was less than 0.60. The conclusion which can be draw from deletion
is that consumer might have not clearly understood the statement such as defending the product in what
ways through social media, word of mouth or through credible person.
For example pepsi controversy that it contains Pepsine-extracted out of pigs stomach so it was defended
through PR, posting on social media and blogging.
Customer Purchase Intention
PI 4 which is “ Message on the advertisement attempts to persuade me to buy” and PI6 “ I think quality
is important criterion when I buy products”were deleted because values were not greator than 0.60 .
The conclusion which can be drawn here is respondents believe that there are also many other factors
which can affect customer purchase intentions like price,packing, product avalibility etc.
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SMART PLS 3.0 –FACTOR LOADINGS
Construct Item SL CR AVE
Cause related
marketing campaign
Cause related marketing campaign is agood idea
0.894
0.960 0.856
Consumer remember having seen cause
related marketing advertisement
0.097
*Deleted
Consumer purchase product or service
because of CRM promotion
0.031
*Deleted
Consumer believe cause related marketing
promotion is a good way to raise money
for nonprofit organizations
0.951
The amount of contribution to a cause make a
difference in consumer decision topurchase
0.080
*Deleted
CRM promotions attract nonusers of abrand
0.958
Consumer are attracted more to a local
cause that a national cause
0.896
Brand image
This brand is different from competingbrands 0.710
0.824 0.484
I hold favorable attitudes toward this brand 0.731
The brand is strong
0.736
The products have a high quality
0.675
I feel satisfied with the brand 0.581
*Deleted
The brand has a personality/quality that
distinguishes itself from competitors
0.485
*Deleted
The design of this brand‘s ads is really well
Done
0.346
*Deleted
It's one of the best brands in the region
0.568
*Deleted
I would stay with this brand. 0.619
Table 4 – factor loading of research
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*Indicates items that are deleted because values were below the set benchmark that was 0.6
Customer advocacy
I will share the positive information
about this product of XYZ to others
0.640
0.893 0.632
Consider XYZ your first choice to buy 0.942
Encourage friends and relatives to go to
buy XYZ product
0.670
Recommend XYZ product to other people
0.742
Complain to other customers if you
experience a problem with XYZ's
0.931
Defend XYZ when people say something
Negative
0.160
*Deleted
Purchase intension
I think price is important when I buy products
0.832
0.900
0.695
I like to buy the product that has attractive
Packaging
0.835
My decision to purchase is influenced by
Advertisement
0.716
The message on advertisement attempts to
persuade me to buy
-0.032
*Deleted
I think store image is important when I buy
food products 0.225
I think quality is an important criterion when
I buy products
-0.027
*Deleted
I always check prices at the supermarket
among brands to ensure I acquire the best
money product
*Deleted*Indicates items that are delet
ed because values were below the set benchmark that was 0.6
0.938
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AVERAGE VARIANCE EXTRACTED
Finally, the "average variance extracted" measures the amount of variance that is captured by the
construct in relation to the amount of variance due to measurement error, also called Convergent
validity. If the average variance extracted is less than .50, then the variance due to measurement
error is greater than the variance due to the construct. In this case, the convergent validity of the
construct is questionable.
Managerial implication
In our report, the ave for brand image came out to be less than 0.5. This means that we have
incurred measurement error in this construct. There might be any mistake from our side. All the
other constructs CA, CPI and CRM are fine. Their values conclude that the variance due to
measurement error is less than the variance due to the construct.
Through convergent validity Manager can look for other alternative measures for a construct and
can correlate them with a scale.
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COMPOSITE RELIABILITY
“Can be defined as an estimate of construct internal consistency”
Composite reliability values of 0.60 to 0.70 in exploratory research and values from 0.70 to 0.90
in more advanced stages of research are regarded as satisfactory (Nunnally and Bernstein
1994).Whereas values below 0.60 indicate a lack of reliability
Why we have Selected Composite
Advantage over Cronbach’s Alpha Test
Unlike Cronbach’s alpha, composite reliability does not assume that all indicators are equally
reliable, making it more suitable for PLS-SEM, which prioritizes indicators according to their
reliability during model estimation.
Manager Implication in Composite reliability
Composite reliability means if repeated observation are taken then construct would be reliable or
consistent. Manager can use composite reliability to evaluate or investigate the reliability or
consistency of a new construct (which construct is more reliable or consistent) if added in the
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model. It will also help a manager to evaluate or investigate constructs of a research report and
will help in making report more consistent and authentic.
DISCRIMINANT VALIDITY
Can be defined as the degree to which two conceptually similar concepts are distant”. The Diagonal
items should be greater than non-diagonal items. The values under Discriminant validity diagonal
are inter construct correlation should be less in reference to square root of AVE.
Table 5-discriminant validity of research
Managerial implications of Discriminant Validity
Discriminant validity is used for adding different measures in to a model. It provides manager a
summary of whether the constructs vary from each other and have a distinctive nature.
WHY NEED BOOTSTRAPPING
PLS-SEM does not presume that data are normally distributed. Therefore partial least square
applies nonparametric bootstrapping, which involves repeated random sampling with replacement
from the original sample to create a bootstrap sample, to obtain standard errors for Hypothesis
Testing.
Brand Image CRM Customer
Advocacy
Customer
Purchase
Intentions
Brand Image 0.696
CRM 0.289 0.795
Customer
Advocacy
0.250 0.176 0.834
Customer
Purchase
Intentions
0.177 0.192 0.515 0.925
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The process assumes that the sample distribution is a reasonable representation of the intended
population distribution. The procedure creates a large, prespecified number of bootstrap samples
(e.g., 5,000) by randomly drawing cases with replacement from the original sample. Each
bootstrap sample should have the same number of cases as the original
sample. The PLS algorithm estimates the SEM results from each bootstrap sample.(Hair, Ringle,
& Sarstedt, 2011)
T-VALUES AND HYPOTHESIS EVALUATION
Partial Least Square requires bootstrapping approach and due to this reason, 5000 samples with
300 cases were used to test the hypothesized relationships .The results of the hypotheses testing
with their respective t- and p-values are shown in Table 6. It is discovered that a hypothesis should
be accepted at 1% or less level of significance if its t-value is greater than 1.96 and p-value less
than 0.01. It is clear that there was a direct and positive relationship between cause related
marketing campaigns and customer purchase intensions (β=0.486, t-value=9.374). Thus,
companies doing CRM increases customer purchase intensions. This finding supports the
hypothesis H1. Customer Purchase Intension also doesn’t directly and positively influenced
customer Advocacy (β=0.110, t-value=1.724), which demonstrates that Customer Purchase
intension does not directly leads to customer advocacy. Hypotheses H3 indicated that companies
doing cause related marketing campaigns have the positive effect on their brand as it help in
developing Positive brand image (β=0.177, t-values=2.778)
Moreover, brand image was found to have a positive and direct link with customer advocacy
(β=0.261, t-value=3.971). Thus, the hypothesis H4 is supported. Brand Image was also positively
and directly related to customer Purchase intensions (β=0.164, t-value=2.721) .This finding Page 34

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supports the hypotheses H5. Which implies that strong brand image will have positive impact on
customer purchase intension as companies will have advantage in increasing the sales of the
company.
PAST RESEARCH ON OUR MODEL
In a study, Thomas determined the role of cause-related marketing on brand image, organization
image, purchase decision, and word of mouth advertising where cause-related marketing was found to
improve brand and organization image.(Mehrani, 2014). Hence our study verifies the pervious study
as the hypothesis “Effective cause related marketing campaigns will lead to strong brand image” is
accepted.
Hypothesis H5 that “brand image will have positive impact on Purchase intensions” is also
verifies the previous study conducted by Webb and Mohr (1998) as well as Anselmsson and
Johannson (2007) and they came up with this that customers’ purchase intentions are influenced by
the corporate image of a company involved in cause related marketing.
Counter to other PAST Research’s
“Customer purchase intentions and customer advocacy” (H2) have a significant relationship with each
other which is also supported and examined in light of literature (Morgan and Rego, 2006).
BETA VALUES AND INTERPETATION
Beta values tell “ how strongly independent variable associated with dependent variable ”
The beta (B) regression coefficient is computed to allow you to make such
comparisons and to assess the strength of the relationship between each independent variable
to the dependent variable. The beta value is a measure of how strongly each independent variable
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influences the criterion (dependent) variable. Thus, the higher the beta value the greater the impact
of the independent variable on the dependent variable.
In our research H1 has the stongest value 0.486 indicating a strong relationship between Cause related
marketing campaign and and customer purchase intensions. There exists a strong relationship between
them due the presences of mediating role of brand image as shown in the beta analysis in
fig 5. Manager can use this relationship in order to increase customer purchase intentions which will
as a result will increase company Sales.
CONCLUSION
This study has aimed to examine whether it is useful to integrate cause related marketing and brand
image in a classic model that explores the relationship between customer purchase intentions and
customer advocacy , in the context of beverage industry of Pakistan.
The study has demonstrated that cause related marketing play a very important role in gentration of
postive brand image in consumer minds because not only it do increase customer purchase intentions
Hypothesis Independent Dependent Beta T
VALUES
Accepted/rejected
H1
Cause Related
Marketing
Customer
Purchase
Intentions
0.486 9.374 Accepted
H2
Customer
Purchase
Intentions
Customer
Advocacy
0.110 1.724 Rejected
H3
Cause Related
Marketing
Brand Image 0.177 2.778 Accepted
H4 Brand Image
Customer
Advocacy
H5 Brand Image
Customer
Purchase
Intentions
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but also also generates customer advocacy . Thus the findings of the research paper suggests that
opportunities are available for companies in beverage industry of pakistan to utilize the cause related
marketing to increase customer advocacy and customer purchase intentions. In this regard , cause
related marketing can serve companies in capturing customer advocacy and at the same time
increasing customer purchase intentions and portraying a postive brand image . We suggest that in
order to achieve high level of customer advocacy , effective communication through cause related
marketing tools is key to success. For this purpose a specific marketing plan for cause related
marketing activities can be developed and executed such as giving donations to non profit
organizations , supporting volunteer work and allocation of money to local cause like poverty etc.
However the nature of cause related marketing activities can vary from country to country and even
from region to region . Thus it is the responsibility of corporate managers to effectively , identify ,
plan and execute cause related marketing activities. On the contrary cause related marketing is not the
only factor to increase customer purchase intentions , customer purchase intentions are also affected
by many factors such as “Quality” “Price” “Strong image” “ advertisement” “Brand image” “Product
reach” and “packaging” etc.
This exploratory research clearly identified the scope for cause related marketing to influence
customer advocacy and customer purchase intentions from positive brand image
Discussion and Managerial Implication
In environment of Pakistan beverage industry we find strong evidence for the linkages between
“Cause related marketing and Brand image “ , “ Brand Image and customer purchase intentions”
and “ customer purchase intentions and customer advocacy” “Cause related marketing and
customer purchase intentions and last but not the least brand image and customer advocacy. Our
study examines the evidence in support of the hypothesized Relationship of “Cause related Page 37

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marketing and Brand image” (H1) .Though this linkage is well established and supported in
literature (Mehrani 2014). The importance of “brand image as a mediator to customer purchase
intention” (H5) which is also supported by literature of (Webb and Mohr, 1998) indicates that
brand image has a significant impact on customer purchase intentions. “Customer purchase
intentions and customer advocacy” (H2) have a significant relationship with each other which is
also supported and examined in light of literature (Morgan and Rego, 2006). Linkages between
these variables are also indicated by portion of T-values and hypothesis evaluation in our report.
Based on the above findings, we advise that cause related marketing should be factored into the
valuation of customer advocacy. It implies that cause related marketing is an alternative to increase
brand image and customer purchase intention which as a end result will increase customer
advocacy. However Cause related marketing campaign is not the only factor to be considered to
increase customer purchase intentions (H1), which explicitly give us idea that customer purchase
intentions are also affected by many factors such as “Product Quality” “Product Price” and
“Product Reach” etc.
Hence, the results of this study may be indicating the limited impact of cause related marketing on
customer purchase intentions (H1) and Brand Image on customer advocacy.
Marketing managers need to more fully account other factors including product price, placement,
advertisement, quality for the value of customer advocacy.
Replicating this study in other business marketing settings could help establish the generalization of
our results beyond the context tested here. Given the strong psychometric properties observed from
this study’s adopted and developed measures, these measures should be useful to other researchers
interested in replicating or extending our work. Even so, researchers are advised to regard our
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Conceptualization and tested constructs as a starting point for expanded hypotheses development of
future customer Advocacy and Cause related marketing models.
Limitations and Opportunities for Future Research
As for the study’s limitations, the results are based on factor analysis of the tested model using cross-
sectional data. The results may fluctuate for longitudinal data.
Secondly given the low sample size we acknowledge the likelihood of reduced chance of detecting a
true effect of variables on each other
Thirdly this study is confined to customers of a specific firm like coca cola and pepsi cola and has
less respondents of other beverages thus the findings may have limited applicability to Marketing of
other firms.
Fourthly as a student we had time and cost limitation. It may affect the quality of results.
This study clearly does not attempt to cater all potential advocacy behaviors and outcomes of
customers behaviors (e.g. willingness to pay higher prices, contribution to higher employee
satisfaction and retention, etc.,( Reichheld, 1996; Zeithaml et al.,1996). Thus, another opportunity to
enrich the developed model would be to test other types of customer advocacy and cause related
marketing outcome..
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APPENDIX-
Research Model
Figure 1
Cause
Related
Marketing
Customer
Purchase
intentions
Customer
Advocacy
Brand
Image
H1 H2
H
3
H4
Accepted Hypothesis
Rejected Hypothesis
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Questionnare
Name ______________________ Email Id __________________
Age _____________________ Occupation ________________
Gender ______________________
Instructions: On the Following pages are some things people say about Cause Related
Marketing, Brand Image, Customer Advocacy and Customer Purchase Intentions. Please read each
one of information carefully. If you haven’t seen or retrieve any information recently, think about
what you would expect if you needed that today.
We as Students from Fast-Nuces are interested in probing information for beverage industry of
Pakistan for educational and research purposes. Please Tick in front of option
Cause related marketing campaigns (John K. Ross III, 2011)
Strongly
Disagree
Disagree Neutral Agree Strongly
Agree
Cause related marketing campaigns
( Independent Variable)
Cause related marketing campaign is a
good idea
1 2 3 4 5
Consumer remember having seen cause
related marketing advertisement
1 2 3 4 5
Consumer purchase product or service
because of CRM promotion
1 2 3 4 5
Consumer believe cause related marketing
promotion is a good way to raise money
for nonprofit organizations
1 2 3 4 5
The amount of contribution to a cause
make a difference in consumer decision to
purchase
1 2 3 4 5
CRM promotions attract nonusers of a
Brand
1 2 3 4 5
Consumer are attracted more to a local
cause that a national cause
1 2 3 4 5
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Customer advocacy (ValarieA. ZeithamI, 1996
Customer Purchase Intention (jaffarh, 2012)
Strongly
Disagree
Agree
Customer advocacy
(Dependent Variable)
I will share the positive information about
this product of XYZ to others
1 2 3 4 5
Consider XYZ your first choice to buy 1 2 3 4 5
Encourage friends and relatives to go to buy
XYZ product
1 2 3 4 5
Recommend XYZ product to other people 1 2 3 4 5
Complain to other customers if you
experience a problem with XYZ's
1 2 3 4 5
Defend XYZ when people say something
Negative
1 2 3 4 5
Strongly
Disagree
Agree
Customer Purchase Intentions
( dependent Variable )I think price is important when I buy products 1 2 3 4 5
I like to buy the product that has attractive
Packaging
1 2 3 4 5
My decision to purchase is influenced by
Advertisement
1 2 3 4 5
The message on advertisement attempts to
persuade me to buy
1 2 3 4 5
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Brand Image (Yang,2010)(Martin and Brown,1991)
I think store image is important when I buy food
Products
1 2 3 4 5
I think quality is an important criterion when I
buy products
1 2 3 4 5
I always check prices at the supermarket among
brands to ensure I acquire the best value for
money product
Kmkmkmkmkm
1 2 3 4 5
Strongly
Disagree
Agree
Brand Image
(Mediating Variable)
This brand is different from competing brands
1 2 3 4 5
I hold favorable attitudes toward this brand 1 2 3 4 5
The brand is strong 1 2 3 4 5
The products have a high quality 1 2 3 4 5
I feel satisfied with this brand 1 2 3 4 5
The brand has a personality/quality that
distinguishes itself from competitors
1 2 3 4 5
The design of this brand‘s ads is really well
Done
1 2 3 4 5
It's one of the best brands in the region 1 2 3 4 5
I would stay with this brand. 1 2 3 4 5
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Smart PlS
BEFORE
DELETION
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