Brand recognition and consumer buying behaviour of FMCG in cause-related marketing

This research study seeks to explore how social media and Brand recall affect Brand Recognition and Consumer Buying Behavior connected to Cause-Related marketing of fast-moving consumer goods. The theoretical basis of the Theory of Planned Behavior is used to create a conceptual model, and the outlined relationships between its concepts are examined using primary data from India. In Kerala, southern India, data were collected from 411 respondents using convenient sampling across six districts. Researchers built the survey instrument on their own, examined its properties using PLS-SEM, and tested the hypotheses using path analysis. The results demonstrate that (i) Brand Recognition is positively connected to Consumer Attitude, (ii) Consumer Attitude is related positively to Purchase Intention, and (iii) Purchase Intention is connected positively to Consumer Buying Behavior. According to the results, the moderating effect of social media increases the positive relationships between Brand Recognition and Brand Recall, and also between Consumer Attitude and Purchase Intention. It has also been discovered that Brand Recall enhances the positive relationship between Brand Recognition and Consumer Attitude. The study will be useful for Organizations, businesses, and policymakers for effective cause-related marketing practices by ensuring proper Brand Recall and Brand Recognition among customers. All possible efforts have been made to minimize the limitations of this study, including social desirability biases. To our knowledge, the conceptual model was first developed and tested in the context of developing nations, and this study focused on India. As a result, this research adds valuable insight into cause-related marketing

Brand awareness · Clothing · Consumer behaviour · Recall · Social media · Corporate Identity and Reputation · Digital Marketing and Social Media · Public Relations and Crisis Communication