ANTECEDENTS OF CAUSE RELATED MARKETING

Companies are undertaking philanthropic activities like Cause related marketing(CrM). It is a kind of strategy where a company contributes fixed sum of money towards social issue against each unit sold. This paper undertakes careful analysis of existing work for understanding and recording of the factors/antecedents impacting CrM strategy and its possible consequences. For better understanding and execution antecedants of CrM, have been categorized into Consumer specific and Company specific. This study proposes integrative framework of interrelationships of these having potential to mitigate the impending problems of organization. Finally, it suggests that relationship exists amid antecedents and outcomes of CrM.