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THE IMPACT OF CAUSE MARKETING AMONG CONSUMERS – AN ANALYSIS

Trending scenario of the organization has induced and led to focus on social responsibility and profits. Organizations that concentrates more on the survival, growth and profit for a long run obviously started to travel on the new path called cause marketing. At this juncture, some common questions which has raised are what is cause marketing?, why the organizations prefer cause marketing? and what are the positive and negative impacts of cause marketing among consumers? these questions induced the researcher to pick a research study entitled “ The impact of cause marketing among consumers – An analysis”. Even though cause marketing have some negative impacts, it can also offer many positive benefits and play an important role in the betterment of the society and general welfare to a far extend. Knowing the negative effects can help us to take effective steps to minimize or eradicate it at the earliest possible time.