Marketing 2

The Impact of Cause Related Marketing on Brand Loyalty
An independent research report Submitted to the University of Ruhuna In partial

fulfillment of the degree of Bachelor of business administrations
K.D. NiroshaDamyanthi
(MF⁄2009⁄2504)
BBA 4201
Dissertation
Department of Marketing
Faculty of Management and Finance
University of Ruhuna
Matara
Sri Lanka
2014 February
IMPACT OF CAUSE RELATED MARKETING ON BRAND LOYALTY -2014
Declaration
I here certify that, this dissertation does not incorporate any material previously
submitted for degree ⁄diploma ect. In any University ⁄Institute to the best of my
knowledge and belies. This dissertation does not contain any material previously
published or written by another person on myself where due reference is made
literature survey in the text.
Signature: ……………………………………
Name: K.D.NiroshaDamayanthi
Student number: MF⁄2009⁄2504
i
FACULTY OF MANAGEMENT & FINANCE DEPARTMENT OF MARKETING
Letter of Authorization
I hereby certify that dissertation entitled “The impact of cause related marketing on
brand loyalty” has been prepared by K.D.NiroshaDamaynthi (mf⁄2009⁄2504) under
my supervisor.
…………………
Dr. Tusitha Gunawardana
Lecturer
Faculty of Management& Finance
Matara
Approved by the head of marketing department
Dr.RohanLaksiri
Head
Matara
2014 February
ii
Acknowledgment
I wish to express my sincere gratitude to Professor Mr. Silva, Dean Faculty of
Management and Fiancé and Dr.RoshanLaksiri Head of Marketing Department of
University of Ruhuna for providing me an opportunity to do my Research work on
“impact of cause related marketing on brand loyalty”.
My sincere thanks to my project Supervisor Dr.Thusia Guanawardana lecture of
Department of Marketing in University of Ruhuna for guidance and encouragement
in carrying out this project work. Also I sincere thanks to Dr.Samantha Kumara and
Mr. A.C karunarathna for their support as Academic lectures of the Research and all
the lectures of the Faculty of management and Finance in University of Ruhuna for
their support on my professional and Personnel development.
I also wish to express my gratitude to the officials and other staff members of “Lucky
Lanka Milk Processing Private Limited (LLMPPL)” who rendered their help during
the period of my project work.
Last but not least I wish to avail myself of this opportunity, express a sense of
gratitude and love all others who support me in various way to successfully complete
the Project , to my friends and to my beloved parents for their support, strength and
for everything.
Thanks
K.D.NiroshaDamayanthi
iii
Abstract
Today is popular and most of trendy companies to get involved in and supported
social responsibility activity. So today most of companies use cause related marketing
not only increase sales but also to improve the consumer‟s brand loyalty on the
market to win the consumer hearts in their decision to support the charity
companies.The propose of this study is to provide the deeper understanding about
cause related marketing and brand loyalty. In order to reach this study‟s proposed the
researcher used population who buy lucky yoghurt the covering all over the SriLanka.
As the sample of this study 110 consumers were participated to survey and 110
questionnaires were selected to analyze data. This questions drown from E-mail,
Facebook and face to face covering the whole the Sri Lanka and randomly selected
questioners were use collect the data. To build the research questionnaires the
researcher study the relevant literature and also conceptual frame work use to guide
this study‟s data collection. this study confirms that cause-related marketing enhance
consumer‟s brand loyalty. However the results show that four dimensions of the
congruency, duration, resource investments and management involvement will be
main components for “Cause Related Marketing” Based on the results show that, out
of four dimensions Congruency is only proved dimension significantly impact to
increased consumer‟s brand loyalty. While other dimensions such as duration,
resource investments and management involvement also had shown positive
relationship between brand loyalty and cause related marketing but it‟s not
significantly impact to increase for brand loyalty regarding to the products.
Key words: brand loyalty, cause related marketing, congruency. duration, resource
investment, management involvement
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List of Contents
First Chapter ........................................................................................................... 1

1.1.Introduction...................................................................................................... 1
1.2 Research questions ........................................................................................... 4
1.3 Significance of the study .................................................................................. 7
1.3.1.Contribute for the Managers ............................................................................... 7

1.3.2.Contribute for the Academic ................................................................................. 8
Chapter two ............................................................................................................ 9

2. Literature review and Conceptual framework ..................................................... 9
2.1. Literature review ............................................................................................. 9
2.1.1 Dependent variables; Brand loyalty ....................................................................... 9

2.1.2 Independent variable -Cause Related Marketing .................................................. 16
2.1.2.2. Time frame ................................................................................................. 26
2.1.2.3.Resouce investment ..................................................................................... 26
2.2 Conceptual framework and hypothesis ........................................................... 27
2.2.1 Conceptual framework ........................................................................................ 27

2.2.2. Hypothesis ......................................................................................................... 29
2.2.2.1: Congruency of a CRM campaign and brand loyalty. ................................... 29
2.2.2.2: duration of a CRM campaign and brand loyalty. .......................................... 30
2.2.2.3: Resources invested of a CRM campaign and brand loyalty. ........................ 31
Chapter Three....................................................................................................... 37
3.0.Methods............................................................................................................. 37
3.1. Research designs ........................................................................................... 37
3.2.Research Context ........................................................................................... 39
3.3 Population and Sample .......................................................................................... 40

3.4 Data collection methods. ................................................................................ 40
3.4.1. Question design ................................................................................................. 40

3.4.2 Cover Letter. ...................................................................................................... 41
3.4.3 Question translation ........................................................................................... 41
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3.5 Measurements ................................................................................................ 42
3.5.4 Brand loyalty. ..................................................................................................... 42

3.5.2 .cause related marketing ..................................................................................... 44
3.6 Data collection procedure. .............................................................................. 47
3.7 Data analysis method...................................................................................... 47
Chapter Four ......................................................................................................... 49

4.0Introduction ........................................................................................................ 49
4.1 Demographic data analysis ............................................................................. 49
4.2. Response rate ................................................................................................ 57
4.3 Confirmatory Factor analysis.......................................................................... 58
4.4 Structural model ............................................................................................. 69
4.5 Hypothesis Testing ......................................................................................... 71
4.5.1.Congruency of a CRM campaign and brand loyalty ........................................... 72

4.5.2 Duration of a CRM campaign and brand loyalty. ................................................ 72
4.5.3Resources investement of a CRM campaign and brand loyalty. ............................ 73
4.5.4 Managementinvolvementof a CRM campaign and brand loyalty ......................... 73
4.6 Summery of the Hypothesis testing ................................................................ 74
Chapter Five ......................................................................................................... 75

5.0. Discussion& Conclusion ................................................................................... 75
5.1 Summery of the study..................................................................................... 76
5.2 Contribution of the study ................................................................................ 79
5.2.1 Academic ............................................................................................................ 79

5.2.2 Managerial ......................................................................................................... 80
5.3 Limitations and future research ...................................................................... 81
List of Reference .................................................................................................... 82

Appendices ............................................................................................................... 1
Appendix: covering letter ...................................................................................... A
Appendix: English questionnaires ......................................................................... C
Appendix: Sinhala questionnaires......................................................................... H
vi
List of Tables
Table 2.1. Brand loyalty research with multi-domain approach……………………….11
Table 2.2 The overall Benefits of cause marketing……………………………………....22
Table 2.3. Literature review…………………………………………………………………34
Table 3.1 measurements of the brand loyalty……………………………………...........43
Table 3.2 measurment of Contingency…………………………………………………….44
Table 3.3 measurements of duration……………………………………………………….45
Table 3.4 measurements of Resource investment ………………………………………..46
Table 4.1 Age response………………………………………………………………………49
Table 4.2 Gender response ………………………………………………………………...51
Table 4.3 Income response………………………………………………………………..52
Table 4.4 Religion response ……………………………………………………………….53
Table 4.5.Civil status response…………………………………………………………….54
Table 4.6.Educationresponse ……………………………………………………………..55
Table 4.7 Response rate……………………………………………………………...........57
Table 4.8 Confirmatory factor analysis:original model………………………………..58
Table 4.9 Confirmatory factor analysis: final model…………………………………...64
Table 4.10 Correlation and t- value………………………………………………..……..71
Table 4.11 Cause related marketing’s dimensions on brand loyalty ………………..72
Table 4.12 Summery of the hypothesis……………………………………………………74
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List of Figures
Figure 2.1.The expanded benefits of cause related marketing …………….…………20.
Figure 2.2 .Strategic and tactical CRM……………………………………….….……..24
Figure 2.3 conceptual framework……………………………………………….….…....28
Figure 4.1 Age…………………………………………………………………………..…..50
Figure 4.2 Gender………………………………………………………………………..…51
Fiqure 4.3 Income……………………………………………………………....………..…53
Fiqure 4.4 Religion………………………………………………………………………....54
Fiqure 4.5 Civil Status…………………………………………………………………......55
Fiqure 4.6 Education…………………………………………………………………..…...56
Fiqure 4.7 Structural model………………………………………………………..………70
viii
Abbreviations
SPSS: Statistical package for the social sciences
Smart PLS: Smart partial least squares
CMR:cause related marketing
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First Chapter
1.1.Introduction
Challenging globalization environment quality becomes the first for any product or
service but it is not the only factor to buy/select product/service. There are other
factors also involved when customers make decisions. Social and environmental
factors have made a major impactof customer decisions. Any organization is trying to
capture a number of customers and expand the market share. We see/feel hundreds of
brands per day…but how many brands can be remembered? Can we buy all
brands/products? Some of the brands/product support for the charitable so those
products may be price and quality will play equally. Therefore customers are willing
to buy the brand/product which that supported for the cause. In the present business
scenario some of the products that support for the charitable and it is creates a better
trust in the consumers mind. So “Cause Related Marketing” is most important
concept for the business community. Majority of the consumers buy the products to
support for the charity and in return customer feels that gets social responsibility as
well. Therefore this research is concerning “impact of cause related marketing on
brand loyalty” and finding why people are so much concern about cause related
matter.
The topic of this research is the impact of cause related marketing on brand loyalty.
Cause related and brand loyalty most important factors should consider. Mainly these
causes can be divided it into four categories. They Congruency, Duration, Resources
invested Management involvement. Through these sections the researcher have to
understand each sub variables and brand loyalty. So this research is most important
topic.
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According to Douwe (2006 ,p23) et al describe brand loyalty as “ a focus on brand
loyalty is legitimate considering the significant impact of brand loyalty on a
company‟s financial performance. Loyal customers are inclined to spend more on a
product or service, their expenditures grow over time and they are a source of positive
word-of-mouth advertising. As brand loyalty is one of the most prominent marketing
performance variables, we consider it as a key evaluative instrument for the marketing
contribution”.
. He descried a focus on brand loyalty is significant impact of brand loyalty on a
company‟s financial performance. And also brand loyalty allows companies to charge
premium prices and to increase market share. Loyal customers are very important
factors which advertising the brand name by using world of mouth.So the brand
loyalty is one of the factors on marketing performance variables (Douwe et al,2006)
And also cause related marketing is new strategy in the business environmental.
Consumer gave the more contribute cause product. As well company can increase
their customer loyalty by using “Cause Related Marketing” program.
“Cause Related Marketing” has successfully evolved in countries like Sri Lanka,
which is one of the developing countries. Cause related marketing is the best strategy
to gain the completive advantage for the product and service .This research gives
evidences that Cause related has emerged very successfully in developed countries
and proved as a strategic for the companies. CRM helped in increasing revenues, sales
and maintaining brand positioning. Cause related marketing program impact on
buying behaviors of consumers and also brand loyalty. So cause related marketing
and brand loyalty most important for the business people. And also this research will
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help to use strategy to carry out their business. So research is selected this research
area as the research topic.
Most of researchers have done “cause related marketing concept with other factors
such as sales and purchasing intention and brand awareness. But when consider about
“Cause related marketing” concept and brand loyalty. There are no sufficient research
articles. As a examples I found few of articles such as the effect of strategic and
tactical cause-related marketing on consumers „brand loyalty, Social cause related
marketing and its impact on customer brand preferences, cause related marketing
thesis and cause-related marketing: The Influence of cause brand fit, firm motives and
attribute altruistic to consumer Inferences and Loyalty and Moderation Effect of
Consumer Values so on. Some articles related to the only development countries. That
is the other gap in this research.
According to Hunjra et al(2011,p3) describe as “CRM has successfully evolved in
countries like Australia, Canada, USA, New Zealand and United Kingdom, which are
developed countries, along with dissimilar aspects. This research gives evidences that
CRM has emerged very successfully in developed countries and proved as a strategic
tool for the companies. CRM helped in increasing revenues, sales and maintaining
brand positioning. Pakistan became center of attention by researchers because of its
emerging market specially advancements in Telecom infrastructure and its proximity”
So I hope to fulfill this gap according to my research. The researcher is done this
research according to only for development countries. But it is not suitable for the
developing countries. So this is one research gap according to this research.
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The other gap in this research is not relevant to the topic like this. So I faced lot of
difficulties to found related to literature review for above research. So researcher can
full fill this gap according research topic
1.2 Research questions
Problem identification can be described according to research gap. According to
Gary (2007, p221) descried as “cause related marketing can be understood as a
strategic positioning and marketing tool which links a company or a brand to are
relevant social cause or issue for mutual benefit. It is the initiation and funding of
deserving causes. Cause related marketing is a strategic marketing activity a way for a
company to do well by doing good-distinct from sales promotion, corporate
philanthropy, corporate sponsorship, corporate Samaritan acts and public relations,
though it is often an amalgam of such activities.Nothing builds brand loyalty among
today‟s increasingly hard to please consumers like a company‟s proven commitment
to a worthy cause. Other things being equal many consumers would do business with
a company that stands for something beyond profits. In nutshell, causerelated
marketing results in increased sales, visibility, and consumer loyalty and enhanced
company image along with positive media coverage”.He describe cause related
marketing concept as a strategic planning. As well it increased sales ,visibility, loyalty
and company image.so cause related marketing impact for the sales as well brand
loyalty(Gary,2007).According to Gary (2007.P222) he build research questions as “
How does impact of cause related marketing on company sales and brand loyalty and
its effects on welfare of society”
4
According to Nilsson and Rahmani (2007,p3) cause related marketing are described
as “win, win situation for business ,good causes and customers. The customer is
offered an opportunity to contribute to specific cause. The cause gain publicity as well
as funding and business benefit through tangible reason such as increased sales as
well as various intangible reasons such as motivating staff, being considered a good
corporate citizen and communicating the company‟s mission. He descried
causerelated marketing concept important for the business as customer. And also he
descriedcause related marketing gain tangible and intangible benefit for the
organization (Nilsson and Rahamani,2007).
As well Nilsson and Rahmani (2007,p3) further described as “cause related
marketing can be divided in to two separate types and are referred to as either
strategic or tactical”They described cause related marketing can divided two part.one
part is tactical and other part is strategic( Nilsson and Rahmani ,2007).
Cause related marketing is exploding in the business world of today. Cause related
marketing grew rapidly and companies saw this as a meeting tool for success. Cause
related marketing help to increase brand loyalty and increase the sales. So there is a
direct relationship between cause related marketing and brand loyalty. And also cause
related marketing gain the publicity as well as the funding. Because of that reason
brand loyalty can be increase with the understanding of previous researches.
Based on problems discussion, the following research questions were developed in
order to reach the purpose.
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How cause related marketing impact on brand loyalty?
Based on above research questions, sub questions can be developed as follows,
How congruency of cause impact on brand loyalty?
How duration of cause impact on brand loyalty?
How resource investment of cause impact on brand loyalty?
How management involvement of cause impact on brand loyalty?
When looking at the cause related marketing and brand loyalty the objective from
was developed as follows,
To examine relationship between cause related marketing and brand loyalty.
Based on above main objective the following sub objectives were developed,
To examine congruency of cause and band brand loyalty.
To examine duration of cause and brand loyalty.
To examine resource investment of cause and brand loyalty.
To examine involvement of cause and brand loyalty.
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1.3 Significance of the study
This study describes to find out relationship between cause related marketing and
brand loyalty. This research will help to find out the relationship between among
these variables. Most of company use cause related marketing and loyalty of the brand
to increase their sales. Cause related marketing is very important concept. Because by
using this cause concept company can attract the consumer. So that loyalty will be
increase. Finding of this research will help to academic understand and managerial
propose.
1.3.1.Contribute for the Managers
“Cause Related Marketing” is important concept for every organization. Any
organization are success depend on brand loyalty. It will increase sales in
organization. Managers can identify that how “Cause Related Marketing” impact for
the brand loyalty. Managers can get an idea and make strategies what they want use.
Also they can identify what are the reasons impacts for the brand loyalty and can get
management decision regarding to the cause related marketing concept. And also we
know that cause-related marketing can help purchases, build brand image, and
strengthen the emotional connections and brand. However cause related marketing
factors that might lead one campaign to be more successful than another. It will help
for the managers to get paining for against competition. Though cause-related
marketing offers huge benefits to both for-profit organization and equally effective for
both parties.
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1.3.2.Contribute for the Academic
According to my research topic it is difficult to find articles and also not enough facts
to present. Therefore my research will help for most of university students and other
marketing students, who interests to learn/study “Cause Related Marketing” concept
and brand loyalty.. They can get an idea about the “Cause Related Marketing”
concept and will help to find the literature review according to may research. And
also the findings of this research will hell to gain the relationship between brand
loyalty and cause related marketing.
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Chapter two
2. Literature review and Conceptual framework
2.1. Literature review

This capture presents a literature review focusing on the critical determinants of cause
related marketing and brand loyalty. According to that the researcher included here
dependent variables number of 2.1.1, independent variables number of 2.1.2 and
control variables number of 2.1.3.
2.1.1 Dependent variables; Brand loyalty
Brand loyalty is highly discussed in earlier research. Here the researcher presents a
literature review about dependent variables of the brand loyalty in this study. Nilsson
described definition of brand loyalty as “The relationship between the relative attitude
toward on entity and patronage behavior” (Nilsson, 2007, P 7).He described that brand
loyalty as the relationship among relative attitude on entity and patronage
behavior(Nilsson, 2007, P7).Brink et al (2006,P17) described brand loyalty as, “the
most preferred of the four conditions, signifies a favorable correspondence between
relative attitude and repeat patronage” .Therefore, conceptual models that theories
both attitudinal and behavioral components of brand loyalty gained strong precedence
in the existing literature.
Researchers have made a various dimensions to measure brand Loyalty. In the
questionnaire, we measured the respondent‟s score on 2 dimensions of brand loyalty.
It was affective and cognitive components. Brink et al Considered affective and
cognitive component of brand loyalty as the attitudinal dimensions, while treat the
cognitive component as a proxy for the behavioral dimension of brand loyalty. This
enables us to follow the commonly accepted research tradition of measuring both
attitudinal and behavioral brand loyalty.

9
According to Brink et al (2006,p 17)described as a “consumer‟s attitude towards a
brand is a multidimensional construct that relies upon an affective, cognitive and
conative component. The affective component is concerned with (positive/negative)
emotions that consumers have toward the brand. The cognitive component refers to
particular knowledge about that brand. The conative component embeds consumers‟
behavioral disposition or an intention to buy the brand”. Brand has included three
dimensions. They are affective cognitive and conative. When considering affective
dimension it has positive or negative emotions toward brand.as well cognitive
dimension gave the knowledge for the customer according to brand. Cognitive
dimension is behavioral deposition or intention for interaction to buy the brand (Brink
et al,2006).
“Behavior that can be observed is easier and cheaper to measure a attitudes towards
the brand loyalty may create different pictures as compared with behavior as attitudes
rely on effective and cognitive attributes with multidimensional concerns. Cognitive
attributes refer to consumer‟s knowledge about the brand and effective attributes
translates the emotions of the consumer related to brand”.(Imran. 2011,p5).According
to Sharyn and Rebekha (2001,p25) “The biased (non-random) behavioral response
(purchase) expressed over time by some decision-making unit with respect to one or
more alternative brands out of a set of brands and is a function of psychological
processes”. They described brand loyalty as psychological processes. As well as that
brand loyalty help to select brand from the alternative brands to get some decision
marking Sharyn and Rebekha (2001)
According to Sharan and Rebekah (2001,p25) he described different measuring loyalty
.If can show as follows,
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Table 2.1. Brand loyalty research with multi-domain approach
Author Product Multi- Behaviorist Attitudinal/
domain approach cognitive
approach approach
Baldinger *
and
Rubinson,
1996,1997
Bonfield, SoftdrinkDay, 1969 *
1974 Convenience food
product
Donthu, 1994 Television programs *
Farr and FMCG *
Hollis, 1997
Harrell and
Bennett,
1974 Medical prescriptions *
Jacoby and Candy bars *
Kyner,1973
McConnell, Beer *
1968
Rundle- Services *
Thiele et al., (Telecommunications)
1998
11
Sheth and Hair spray *
Venkatesan,
1968
Bass, 1974 *
Bawa and Not stated *
Shoemaker,
1987
Bucklin and Liquid laundry *
Gupta, detergent
1992
Cooper and *
Nakanishi,
1988
Cooper and *
Nakanishi,
1988
Dall'olmoRil *
ey et al.,
1997
Dekimpe et Condensed milk, dry *
al., 1997 cat food and beer
Donthu, 1994 *
East and Coffee, detergent and *
12
Hammond, toothpaste and
1996 crackers
Ehrenberg *
and
Uncles,1997
Ehrenberg et Instant coffee, TV *
al., 1990 series, aviation fuel
Ehrenberg et 25 grocery products *
al., 1994
Fader and Various grocery *
Schmittlein, products
1993
Hoyer, 1984 Laundry detergent *
Johnson, FMCG- 20 product *
1984 categories
Massey and Various ± types not *
Frank,1965 stated
Neslin et al., Bathroom tissue and *
1985 coffee
Papatla and Liquid and powder
Krishnamurt laundry detergent
hi, 1996
13
Raj, 1985 Various ± 900 types *
Wright et al., Retail fuel, * *
1998 supermarket and
department store
purchases
Azjen and Various ± stores, *
Fishbein,198 automobiles
Caldow, Services *
1998
Fournier and Coffee *
Yao,1997
Gwinner et Services *
al., 1998
Jacoby, 1971 Cake mix *
Kim et al., Pizza *
1998
Lichtenstein Toothpaste, laundry *
et al.,1990 detergent, deodorant,
shampoo
Patterson et Consultancy (service) *
al., 1997
Peter and Motor vehicles *
Ryan, 1976
14
Quelch and Services (Professional *
Ash, 1981 services)
Ringham et Service *
al., 1994
Sheth, 1968 Various ± softdrinks, *
toothpaste, food,
detergents
Shimp and Services (accounting) *
Dyer, 1981
Smith and Snack food items *
Swinyard,
1983
Sproles and Retail ± various *
Kendall,1986
Tucker, 1964 Bread *
Westbrook Products and services *
and Oliver,
Source: Sharan and Rebekha(2001,p25)
According to Sharan and Rebekah(2001,p28) he described calcification of brand
loyalty as follows,
(1) adequacy for specifying the phenomena;
(2) adequacy of characteristics to be used in classifying;
15
(3) mutual exclusiveness of categories;
(4) collective exhaustiveness of categories
(5) usefulness of schema
According to that Hunjra et al (2011,p5) says that “there are mainly two dimensions
of brand loyalty, loyalty with respect to behaviors and loyalty with respect to attitudes
of consumers. Behavioral brand loyalty results in patronage with the brand and
produces multiple purchases of the same brand over time, and hence contributes in
increasing graph of sales”. Brand loyalty has two dimensions. They are behaviors and
attitudes towards the consumer. Brand loyalty will help to purchase the one brand
from the same brands
2.1.2 Independent variable -Cause Related Marketing
Research was founded independent variable as cause related marketing concept is
more important for any organization. This topic present a literature review focusing
on the cause –related marketing. Cause related marketing has increasingly become the
subject of scientific interest. Cause Related marketing definition define as “The
process of formulating and implementing marketing activities that are characterized
by offer from the firm to contribute a specified amount to a designated cause when
customers engage in revenue – providing exchanges that satisfy organizational and
individual objectives” (Brink et al, 2006,p15).It means that cause related marketing is
process of the to improve the marketing activities and also it can increase the revenue
through the customer(Brink et al, 2006)
Shadi and Nilssion(2007,P1)described cause related marketing was second define as
“cause – related marketing is a marketing strategy whereby the firm makes a
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contribution, financial or otherwise to nonprofit organization contingent upon the
customer engaging in revenue – providing exchange that satisfies business and
individual”. Hesays that cause related marketing is a strategy, Because cause is
contributed the profit and nonprofit organization. According to that cause related
marketing is increased the revenue in any organization(Shahdi ,2007).
According to Hunjara et al(2011,p2) he says that cause related marketing as “it can be
defined as integrated step-by-step process of developing, maintaining, along with
integrating marketing activities. These activities are associated with special cause that
is being supported by the firm with an announced amount of revenue generated by
customers and company focuses the mutually beneficial long-term relationship with
their customers “cause related marketing is generated the revenue for the company
and it built the log time relationship with the customer (Hunjara et al,2011).
Cause -Related marketing is to be “situated in the context of corporate social
responsibility” .Therefore founded customer social responsibility as “the extent to
which business assume the economic, legal, ethical and discretionary responsibilities
imposed on them by their various stakeholders.Cause Related marketing activity in
which the firm promises its consumers to donate company resource to a worthy cause
for each sold product or service”(Shabbir et al, 2009, P3).when consumer buy the
product the company resource donated to the found for consumers welfare and also
they promises to the customers( Shabbir et al, 2009).
According to zdravkovic et al (2010,p153) he say that“ three researchers analyzed the
content of the qualitative responses and identified ten sub-dimensions contributing to
the perceived overall fit between a cause and a brand: 1) visibility of the relationship
(VISIBILITY); 2) explicitness of the relationship (EXPLICITNESS); 3) slogan
compatibility (SLOGAN); 4) mission agreement(MISSION); 5) color or visual

17
compatibility (COLORCOMP); 6) common target market (TARGETMKT); 7)
promotional activities compatibility (PROMOTION); 8) geographic compatibility
(GEO); 9) local attributes (LOCAL); and 10) active involvement
(INVOLVEMENT)”.
According to Bhvet (2007,p220)found that“ cause related marketing and its impact on
organizational selling and brand loyalty”.
The HLL announced a contribution of fifty paisa to a diarrhea project on sale of each
of its LIFEBUOY brand soap. It helped to improve market share for „lifebuoy‟
OBEROI Hotels had specially designed and printed envelopes placed in all Oberoi
properties where in the guest could contribute to CRY, a non- government
organization and collected more than Rs. 6.50 lakhs in 18 months. CRY is a NGO
whose role is that of an enabler a catalyst between two groups of people (a)
development organization and individuals working at grass root level with
marginalized children, their families and communities and people from all walks of
life who believe in the rights of children.
In India „whisper‟ a brand in the sanitary nappies market where the materialistic
difference is minimal announced a contribution of Re 1 on every pack of its sales for
blind relief society. It helped to improve market share for „Whisper‟
NOVARTIS INDIA LTD. a pharmaceutical company in a cause related marketing
scheme donated 2% or value of sales of OVALTLINE PLUS towards CRY‟S (a
NGO‟s) Gujarat rehabilitation operations. Total amount raised was approximate Rs.
40, 000
The HLL announced a Rs. 5/- contribution to SOS children‟s village, a social service
organization working for educating every little heart by inserting coupons in its Brook
18
bond TajMahal tea powder packs. The customer has to tell the coupon number to the
company through a toll free telephone number.
Cause related marketing has been viewed as “from of horizontal cooperative sales
promotion as a tie-in between corporate philanthropy and sales promotion, as
synonymous with corporate sponsorship of charitable causes and as the initiation and
funding of deserving causes”(Varadarajan and Menon, 1988, P59).The better
understanding of cause related marketing programs, either initiated by a corporation
and / or nonprofit, is here to stay. Since it will not go away, we cannot bury our
heads in the sand so as not to deal with the issue. Fund raisers need to thoroughly
understand cause- related marketing from a corporate point of view and corporate
marks need to understand philanthropy from our point of view ( varadarajan and
menon,1988 ,P69).
According to Hans et al (2009,P1231) “cause related Marketing as just one opportunity
for the companies to enhance the brand awareness”. He described cause related
marketing is one think to get opportunity to increase the brand awareness for every
companies(Hans et al,2009). According to Hans et al (2009,P1231) He described that“
most of the companies use CRM to increase brand awareness among the consumers
through their participation”. Company use cause related marketing strategy to
increase band awareness and also it increase from the customers of company (Hans et
al,2009).According to Hans et al (2009,P1231) He described that “companies use the
cause-related marketing campaigns consistently over time to change the overall
attitude of consumers towards the company and its brands”.It means that most of
company most of time use cause related marketing to change the attitude about
company and brands. So cause related marketing most impact to change the
brand(Hans et al,2009). According to Brink et al (2006,p16)descried to objective as “a
19
CRM campaign aims at two objectives: to support a social cause, and to improve
marketing performance”. There are two objective in cause related marketing .They
are to support the social responsibility for the customer and improve the market
performance (Brink et al ,2006).CRM programs take a responsibility towards at least
three stakeholders: the firm‟s consumers, its shareholders and one stakeholder not
directly related to the commercial activity of the firm(Brink et al ,2006,p16).cause
related marketing take three responsibility about customers, shareholders and one
stakeholder(Brink et al ,2006).
According to Rahmani and christoffer (2007,p8) he derided the expanded benefits of
cause related marketing as follows,
Figure 2.1.The expanded benefits of cause related marketing
Non- profit 1a For profit firm 4

organization Employees
investors business
3
associates
1b
Social cause 2b
5a
5b 2a Potential
customers
Donors to the Client to the

cause cause
Source: (Christoffer and Rahmani,2007, p8)
20
According to Christoffer and Rahmani (2007, p8) he stat that overall benefits of cause
marketing.
Table 2.2 Shows the overall Benefits of cause marketing
Line Fist order benefits Second order benefits
⁄Arrow
1a Monetary donation
1b Monetary donation
2a Increased sales
3 Increased sales
4 Founds for the cause
5a Increased stakeholder loyalty and
motivation(company benefits)
5b Increased message effectiveness for
the cause
Source: (Christoffer and Rahmani,2007, p8)
According to the Christoffer and Rahmani(2007,p 8-9)he say that there are three main
groups of stakeholders that can be influenced by the cause related marketing
activities. The free groups of stakeholders that can be influenced are firstly the current
and finally the general public which represent arrows 2b and 4 in the framework
above. The potential benefits for the company connected to these stakeholders
because of the in influence of effective cause marketing activities on them are
according to the following
21
The current and potential consumer: increased possibility of a sale and reduced b
differentiating costs for and offering in the minds of the consumer.
The employees and investors: Lower cost in investor and personnel management due
to the higher possibility of long term commitment between the parties because of
better match between potential employees, investors and the company as the retention
of current employees and investors
The general public: Improving the relations with government regulators, local interest
group and the general public.
According to Hunjra et al(2011,p4) found that “in the case of homogeneous goods,
the respective lengths of choice consumer marketing assets and the value of the
display object have been shown to rely on trade-offs affecting. CRM emerged to be
majority efficient as shortly as the consumer was needed to produce zero trade-offs in
exchange for choosing the brand activity and the CRM activities. However, many
citizens were motionless in the acceptation of lower performance or higher price rates
for the environmental and social concerns, regardless of the consumers loyalty to the
underlying motivations related to the company's CRM efforts”.
According to sundra(2007,p209)found that tactically cause marketing programs fall
into three general categories:
1. Transactional: Programs are designed to offer to make a contribution to a
designated cause based on consumer activity such as buying a product or shopping at
a particular retail store. The Tsunami disaster gave ample scope for hundreds of retail
outlets to say they will donate to Tsunami Relief Funds for purchases made at their
establishments.
22
2. Message promotion: Joint campaigns that raise awareness of a cause‟s message
(e.g. Fightpolio, tuberculosis, cancer) or participation in its programs (e.g. join us in
eradicating illiteracy) while building a positive association with the corporate sponsor
or its brands. MTV, being a youth channel, regularly created excellent public service
advertisements aimed at youth on issues which matter to the young of this country.
3. Licensing: Typically, under this method, a nonprofit licenses a company to
develop, produce and market/distribute a mission related product that is promoted
either with the organization‟s brand name or co-branded with both the company‟s and
nonprofit‟s name for a fixed number of products produced or for a fixed time period.
For example, WWF logos on stationery.
When considering the cause related marketing concept, The researcher measured the
four dimensions of a cause related marketing design. In order to that cause related
marketing can classify strategic Cause Related Marketing and tactical Cause Related
Marketing. Cause related marketing included four dimension in this study. It was
congruency, duration, resources invested, Management involvement.
(1) The congruency between the cause and a company‟s core competency
(2) The duration of a campaign
(3) The amount of invested resources
(4) The degree of senior management involvement
23
Figure 2.2 .Strategic and tactical CRM
Source:(Brink et al, 2006,P19)
Cause Related Marketing variables as identified as “congruence, duration, invested
resources, management involvement” (Sundar, 2007,p210).Cause related marketing
can be used as a “strategic as well as a tactical marketing tool. Indicators of a firm‟s
use of cause related as a strategic tool include top managements‟ involvement in key
decisions about the program ,a long- term commitment to the program and
implementation of the program”( varadarging and menon,1988.p67 ).
Cause Related Marketing can take on money forms. They are product, service,
transaction specific , promotion of a conmen message, product licensing ,
endorsements ,certification , local partnership and employee service program.( Rajput
et al, 1689.p27).Researcher provide as “more thorough understanding of tactical and
strategic cause related marketing and to investigate the effect of these two types on
brand loyalty” ( Brink et al, 2006, P16).

24
Nilsson discussed the Cause Related marketing program as “Strategic or tactical but
often it s characterized as a mix of these two as “ Congruence , Duration,Invested
resources, Management involvement”(Nilsson et al,2007,p9)
Christaffer described above five variables as “the invested resources dimensions of
approach is amount of resource invested in the Cause related Marketing by the
company. The management involvement dimensions of approach deal with the degree
of the senior level management support and involvement in the Cause Related
Marketing approach. The congruence dimensions of the approach deal with the
level of correspondence between the cause and the company. Duration dimensions of
the approach deals with how long time the Cause Related Marketing Company runs.
The timeframe is that there are two main typologies of Cause Related Marketing
Campaigns. These are ongoing and one – shot ( Nilsson et al,2007,P4).
2.1.2.1.Congruency
Furthermore Nilsson described congruence variable as “congruence meaning is
described cause and cause fit .There are three variables are the degree of company –
cause fit in the minds of the consumer, the level of consumer identification with the
selected cause. These three variables grouped together is called the company–cause-
customer fit”(christaffer and shadi,2007 ,P11).
Customer – company and customer cause variables described as “how customer
identify with the company and the cause and whether the congruence between
customers and either the company or cause improves the success of cause related
marketing activities”( Nilsson et al, 2007,P11). Furthermore described “advertising
25
campaigns with a social dimensions are more likely to be successful if there is degree
of congruency between the company and the cause”( Brink et al,2006,P18).
2.1.2.2. Time frame
Described the duration as “Time frame cause related marketing programmers(Nilsson,
2007,P14). There are three types of time frame programs. It was described as “long
term, medium term and short term. Short term focus is the most dominating choice
even though companies desire to focus on medium- term or long- term. According to
case histories of successful programs, short term has proven itself to have an impact
in firms marketing programs. Longer term programs are more effective than the short
term programs when it comes to create good public relations. In medium –term
programs the company can make a contribution from the beginning to an end product
and thereby create awareness about their company. ”( Nilsson et al,2007 ,P11).
2.1.2.3.Resouce investment
Invested resources and management involvement described respectively as “financial
commitment and top management commitment. ”( Nilsson et al,2007 ,P 11).
Furthermore described as “degree of brand – cause fit significantly influences the
impact of Cause Related marketing campaigns on behavioral loyalty. More
specifically, high fit cause related marketing program programs have an impact that
is five to ten times greater than the impact of low fit campaigns .Furthermore
company can improve their overall performance by adopting strategic philanthropy,
which aligns philanthropic effects with companies‟ mission , vision and resources”(D
Brink et al,2006,P18).
26
2.2 Conceptual framework and hypothesis
The present study examines the impact of CRM on brand loyalty. Moreover, examine
impact of consumers‟ product involvement on the relationship between CRM and
brand loyalty. The independent variable of this study is cause related marketing. The
sub variables are identified as congruency, Duration, Resources invested,
Management involvement. The dependent variable of this study is brand loyalty. The
conceptual framework point of view number of 2.2.1 in this research .And also
hypothesis of this study point of view number of 2.2.2 in this research.
2.2.1 Conceptual framework
This section is explanted conceptual framework of this study. According to Nilsson
and Rahmani(2007,P15 ) the framework explains as “The main things to be studied the
key factors , constructs or variables and the presumed relationship among them”. It
means is as the relationship between each of sub variables and dependent variable. In
addition, Nilsson and Rahmani(2007,P15 ) is described the “conceptual framework is
used to provide improved orientation in the literature reviewed for the area studied”.
The framework of this study we can see as a follows
27
Figure 2.3 conceptual framework
Cause related marketing
Congruency
H1(+)
Duration
H2(+)
Brand
loyalty
H3(+)
Resource
investment
H4(+)
Management
involvement
Source: developed for the study 2014
28
2.2.2. Hypothesis
Four hypotheses were developed according conceptual framework of this study. The
summarized results are presented below. Following hypothesis can be drawn based on
the literature review:
2.2.2.1: Congruency of a CRM campaign and brand loyalty.
According Brink et al (2006,P17) suggest that “ a fit between the cause and the main
business of the company is important for cause related success”. It means congruency
very important for success of cause related marketing activity in the company. And
also Brink et al (2006) defined “recently demonstrated that the degree of brand cause
fit significantly influence the impact of cause related campaigns on behavioral
loyalty”(Brink et al,2006,P17).When considering about meanings it can described as
“impact of cause related activity of congruency influence on brand loyalty(2006,P 17).
According (Brink et al,2006,P17) defined as “more specially, high fit cause related
marketing program have an impact that is five to ten times greater than the impact of
low- fit Campaigns”(Brink et al,2006,P17). It means high fit cause related marketing
program impact greater than low- fit program on brand loyalty (Brink et al,
2006).Future more, “companies can improve their overall performance by adopting
strategic philanthropy, which aligns philanthropic efforts with companies‟ mission,
vision and reason.it means the company can increase their performance by using the
strategy”(Brink et al,2006). And also Brink et al(2006,P 18) notes “ that advertising
with a social dimension are more likely to be successful if there is a degree of
29
congruency between company and the cause”(2006,P18 ).it means company can use
social dimension for the advertisement it will be successful . ”(Brink et al,2006)
According to Adiwijaya and Fauzan( 2012,P50) say that “cause-brand fit may have a
direct impact on the perception of CSR in the CRM campaign” (Adiwijaya and
Fauzan, 2012,P50). It means congruency direct impact for the perception of cause
related marketing program (Adiwijaya and Fauzan,2012). “As the perception of the
compatibility between social causes and brand increases, consumers are more likely to
see the brand has more ability and experience (having more expertise) when
associated with a cause”(Adiwijaya and Fauzan,2012,P50).The organization use the
cause consumers like to see brand expertise.(Adiwijaya and Fauzan,2012). In
addition, “ a larger cause-brand fit would hamper the development of self-centered
assessment so that these variables can be used directly as an indicator to evaluate the
honesty and sincerity of its brand in a CRM”(Adiwijaya and Fauzan,2012,P 50). It
means when using the cause related marketing it can impact direct and indirect for the
brand.
According to these studied we can see hypothesis as follows,
H1: There is a positive relationship between congruency of a CRM campaign and
brand loyalty
2.2.2.2: duration of a CRM campaign and brand loyalty.
According to Brink et al defined “proposes that companies should show a certain
degree of (behavioral) commitment toward the CRM campaign, which can eventually
lead to brand loyalty” (Brink et al, 2006,P18). In order to that if organization can to
increase their cause related marketing commitment it impact to brand loyalty(Brink et
al,2006) Future they defined “One of the factors that can demonstrate a company‟s
30
commitment is the duration of the CRM program”(Brink et al, 2006,P 18). As well they
“suggest that the effectiveness of a CRM program increases with its duration” (Brink
et al, 2006,P18). The organization cause related marketing program‟s effectiveness
“Therefore” can increase because of time frame (Brink et al, 2006,P18). Some cause
related marketing program is short term though other marketing program extended the
long period. Duration is impact for the cause related marketing program (Brink et al,
2006).“Companies that consistently support a specific cause can benefit significantly”
(Brink et al, 2006, P18). However Brink et al further stated that “CRM campaigns with
a medium-term to long term focus have a higher potential of increasing consumers‟
perceptions of company image”(Brink et al, 2006,P18). The long period and medium
cause related marketing program can increase consumers image of that company than
short term cause related marketing program(, 2006).
According to varadarajan and menons(1988,P63). state “CRMPs characterized by a
short-term focus appear to be pervasive, the underlying characteristics of this evolving
marketing tool suggest the desirability of a medium-term or long-term focus”
(Varadarajan and menons,1988,P63).
According to these studied we can see hypothesis as follows,
H2: There is a positive relationship between duration of a CRM campaign and brand
loyalty.
2.2.2.3: Resources invested of a CRM campaign and brand loyalty.
According to Brink et al “ it is asserted that company commitment toward a CRM
campaign can be enhanced by including employee volunteers and making in kind
31
donations instead of monetary contributions” (Brink et al, 2006,P 18) .it means
investment for the monetary for cause related marketing program company can
enhance the employee volunteers(Brink et al, 2006).Similarly, (Brink et al, 2006)
suggests that “companies should set up a special CSR team with grass-roots
employees in order to build credibility for the respective CSR initiative” (Brink et al,
2006,P18) . When company set the specific CSR term, employees believe and
respective for the company (Brink et al, 2006). “Consumers evaluated CRM offerings
in which a company donated cash less favorably than donations involving a
company‟s products. Larger donations to social causes increased the appeal of the
related product in the market”. Therefore, I propose the following hypothesis:
According to Hoeffler and keller “ adequate financial resources are important, the
timing, execution, themes, and other qualitative factors will also play an important
role in the ultimate success of a CSM program”(Hoffer and Keller, 2002,P85). Apart
from financial resources, other resources are very important for the cause related
marketing program. Because of that reason the positive impact on the brand may be
lessened by sporadic involvement in several causes.
According to these studied we can see hypothesis as follows
H3: There is a positive relationship between the amount of resources invested in a
CRM campaign and brand loyalty.
2.2.2.4: Senior management involvement and brand loyalty.
“The visible and enthusiastic involvement of top management executives enhances
the credibility of a CRM campaign”(Brink et al, 2006,P 18) . It means that the top
management involvement is high the credibility is high for the cause related
32
marketing program (Brink et al, 2006). And also they argues that” a noted decrease in
corporate philanthropic contributions in the mid-1990s is partially the result of a
decline in CEO involvement”(Brink et al, 2006,P18)
According to Nilsson and Rahmani state “ one important think when it comes to
applying a cause related marketing campaign is to have the chief executive committed
to idea because their significant to the organization” (Nilsson and Rahmani,
2007,P12).in addition to states “support from the executive is not the idea to get a
border support”(Nilsson and Rahmani, 2007,P12).It means the management
involvement is high on cause related marketing program the company can get the
support significantly for the organization(Nilsson Rahmani, 2007).
Hence, hypothesis:
H4: There is a positive relationship between the degree of senior management
involvement and brand loyalty.
33
Tables 2.3. Literature review
Author Research questions Findings
Nilsson and How can the objectives of cause There are several type of
Shadi,2007 related marketing be described? objective that are important in
How can the strategy approach CRM
used by companies involved in The criterial for choosing the
cause related marketing be right collaborative organization
described? does not need to be based on the
congruency between the two
cooperation partner taraget
market, image and positioning
Brink et al How effect of strategy and Consumers perceive a
2006 tactical cause related marketing significantly enhanced level of
on consumer‟s brand loyalty ? brand loyalty as a result of
strategic cause related marketing
as long as the firm has a long
term commitment to the
campaign is related to low
involvement product.
Sneha et al How impact cause related Test resulted in a significant
2013 marketing on consumer brand effect of social cause related
preference? marketing on brand preference.
Hans et al 2009 How impact cause related Cause related marketing
marketing campaigns positively impact for the
34
consumerpurchase intention consumer
Hunirn et al How Impact of cause related Cause related marketing is one
marketing on sales phenomenal tool of marketing
practice, which has significant
effect on sales of the companies
Peter et al,2010 Dimensions of fit between a Result indicate fit sub dimensions
brand social cause and their are significantly related to the
influence on attitudes attitude
Sina et al,2012 How impact of cause related Cause related marketing has a
marketing on purchasing significant positive impact on
intention gender consumer purchasing intention
also gender has an
Influence on the consumer‟s
purchasing intention in CRM
and rate of cause importance is
not the same for male and female
consumer in CRM
Bhvet ,2007 Impact of cause related Result in increased sales
marketing on company sales ,visibility consumer loyalty
and brand loyalty and effects on &enhanced company imagrd
welfare of society along with positive media
coverage.
Adiwijaya and Cause related marketing: The There is a need for firm to
Fauzan,2012 influence of cause-brand fit, communicate its CRM activities
35
firms motives and attribute by promoting cause –brand fit
altruistic to consumer and firm motives in CRM
inferences and loyalty and comparing ,since it leads to
moderation effect of consumer consumer trust, commitment and
values. loyalty.
S.sundara,2007 Cause related marketing: Developed and executed
Tactical or Strategy? strategically, can go a long way to
differentiate a product from its
competitors, add values,
command premium prices
enhance brand loyalty and
positively impact a brand
corporation.
Sharun et al A brand for all seasons? A Seek to enhance our
,2001 discussion of brand loyalty understanding of the suitability of
approaches and their application loyalty measurement techniques
for different markets research by proposing a classification
questions brand loyalty based on varying
market types
Source :developed for the study 2014
36
Chapter Three
3.0.Methods
The formulate of research questions in this study is how impact cause related
marketing on brand loyalty. The researcher is going to measure the relationship
between cause related marketing and brand loyalty. To measure the dependent and
independent variables researcher found the sub items from literature review. In this
chapter is going to present tools to study the problems of this research. Here
researcher includes research design number of 3.1 research context number of 3.2,
population and sample number of 3.3, data collection methods number of 3.4,
measurements number of 3.5, data collection number of 3.6 and data analysis methods
number of 3.7.
3.1. Research designs
There are two research type uses for this study. They are Explanatory and descriptive
research. The current research is descriptive nature. The study can be descriptive
when the focus is on cause- impact relationships, explaining what causes produce
what impact. Descriptive research is used to describe characteristics of a population or
phenomenon being studied. It does not answer questions about how/when/why the
characteristics occurred. Researcher description is used for frequencies, averages and
other statistical. Often the best approach, prior to writing descriptive research is to
conduct a survey investigation. Qualitative research often has the aim of description
and researchers may follow-up with examinations of why the observations exist and
what the implications of the findings.
37
The researcher identifies the problem as “how cause related marketing impact on
brand loyalty. To identify the research questions researcher study previous research
such as the effect of strategic and tactical cause-related marketing on consumers
„brand loyalty, Cause related marketing campaigns and consumer purchase intentions:
The mediating role of brand awareness and corporate image and Social cause related
marketing and its impact on customer brand preferences so on.
The researcher found the independent variables and dependent variables and also sub
variables from previous research. The dependent variable is brand loyalty and
independent variable is “Cause related marketing”. In this study researcher use closed
ended question. Because respondents can answer selecting form number of
predetermined alternatives. To build the questions researcher follower the liked scale
structure. As follows
1: Strongly disagree, 2: disagree, 3: neutral, 4: agree, 5: Strongly agree
In this study was used cross sectional studies. Cross sectional studies are a positivistic
methodology designed to obtain information on variables in different contexts, but at
the same time. Normally different organizations or groups of people are selected and a
study is conducted to ascertain how factors differ.
38
3.2.Research Context
Lucky Lanka Milk Processing Company Ltd was started in 1991 as a domestic
business with the excess milk of the household cow. The founder of the business was
20 year old LalKeerthi who is the present company Managing Director & Chairman
of the company along with his four sisters. At the beginning production capacity was
300 cups per day and delivery channel had consisted only one delivery bicycle. The
entire process was done manually.
Today the small business started with the single house hold cow has been developed
to a national level enterprise with the involvement of thousands of milk farmers,
hundreds of employees and many of the suppliers.
The company is engaged in the process of collection of locally produced fresh milk
from rural village farmers and processed in to yoghurt and other milk products under
the brand names of „LUCKY‟ and „KIRI KIRI‟. The product range comprises of
Vanilla Yoghurt, Strawberry Yoghurt, Chocolate Yoghurt, Treacle with Yoghurt,
Fruit Jelly Yoghurt and Fresh Fruit Yoghurt, Curd, Pasteurized Milk, Sterilized Milk,
Flavored Milk, Fruit Drink Bottles, Drinking Yoghurt etc. Lucky Yoghurt is the one
and only yoghurt with SLS certification for the first time in Sri Lanka. From the
incoming raw material up to finished good delivery to the consumer quality is assured
through the best practices of the quality management system by a competent Quality
Assurance Team according to ISO 22000 & HACCP international standards. Lucky
yoghurt is the first to introduce „Pro-Biotic‟ cultures in yoghurt as favorable
microorganisms in yoghurt. The company owns the Sri Lanka‟s strongest cold
distribution network with 120 delivery vehicles covering the entire Island.
39
3.3 Population and Sample
The target population is the all of Lucky customers who buy the Lucky product in Sri
Lanka. The researcher is wishing to cover all the population according to the sample
of this study.
A sample frame is a representation of the elements of the target population. Also the
researcher selects 110 samples according to population. The researcher wish to use
simple Random sample .The simple random sample is the straight forward method of
sampling that assigns each element of the target population an equal probability of
being selected. When using the simple random sampling bias will occur if sample
chosen deliberately by the researcher.
3.4 Data collection methods.
The researcher collection the primary data, researcher specifically addresses the
research problem. On the other hand, original data which are collected for the purpose
of the research study being conducted. The data collection method of this study is
Questionnaires. The researcher wish to collect data form questionnaires trough email
and face to face with the respondents.
3.4.1. Question design
The researcher designed question as three parts. First part included the eleven
questions about dependent variables of the brand loyalty. Here researcher hope to
measure the brand loyalty by using these eleven questions to response for the sample
researcher used five liked scale for this study. The researcher used only the closed
ended question to measure the brand loyalty.
40
Second part have been included four dimensions to measure the cause related
marketing to measure the congruency, it has include three questions. To measure the
duration it has been included three items. To measure the resource investment it has
been include two items also to measure the management involvement it has included
three items. Therefore the researcher used only the ten questions to measure the
independent of „Cause related marketing‟
The third part has been included six demographic factors by the researcher. Such as
age, gender, income, religion, civil status, education.
3.4.2 Cover Letter.
I‟m KaludurageNiroshaDamayanthi, an undergraduate student of universality of
Ruhuna. The researcher includes name, address, email, fax number. The purpose of
this covering letter is considering the ethics. Because Ethics very important for this
study.
3.4.3 Question translation
All and any documents and papers, when in a foreign language, need to be translated
by public sworn translators if they are to be used for any official purposes. Such
documents will normally, range from school papers need of for student translator
from one country to another, birth, and marriage or death certificates for
naturalization, marriage ,up to contracts, power of attorney, promissory notes and
articles of incorporations or other commercial documents for international transaction.
In principle however, any text may be submitted to a sworn translation procedure if
such text, for any reason by the courts. Thus, for instance, a love letter may well have
to be translated by a public sworn translator if such letter is used as evidence in a

41
divorce suit a translation of a play may give lies to a suit for copyright infringement
and as a consequence even a literary text may have to be dealt with by a sworn
translator, back translating in to the initial source language as documentary evidence
in the records of the suit.
Public translators must register these translations in a special book of records,
conforming to a certain number of rules. Upon their retirement or death these boots
are turned in to the board of trade of the state in and for which they are nullified (the
Junla commercial)
The researcher is use to sworn translation to translate the questioner from sworn
translators. Firstly the researcher prepared questioner by English language then that
questioner translation to the Sinhala language by using the sworn translators.
To cross check English and Sinhala both questions were translator into vice versa.
3.5 Measurements
In this study respondents filled in a questionnaire. In the questionnaire, we measured
the respondent‟s score on each of the four dimensions of Cause related marketing in
congruency, duration, resource investment and management involvement. As well as
the researcher measures the brand loyalty.
3.5.4 Brand loyalty.
These story boards built upon fictitious situations it was not possible to measure
respondents‟ actual behavior. Therefore, we consider the affective and cognitive
component and cognitive components of brand loyalty. So brand loyalty was adapted
from Brink Schroder and paywels (2006) of that study. Five point liked scale are used
by researcher.
42
Table 3.1 measurements of the brand loyalty
Variables Item References
Brand I would always think of Statro over other brands Brink et
loyalty when I consider buying trousers/staples al(2006)
I would pay a lot of attention to Statro over other
brands
I would be upset if I had to buy another brand of
trousers/staples if Statro was not available
I would be excited about getting Statro over other
brands
I would feel good about Statro over other brands
I would feel very attached to Statro over other
brands
I would be interested in Statro over other brands
It would be very important for me to buy Statro over
other brands
Although another brand is on sale, I would buy
Statro
I would always find myself consistently buying
Statro over other brands
If Statro were not available at the store, I would
rather not buy at all if I have to choose another brand

43
3.5.2 .cause related marketing
The researcher found four variables of cause related marketing concept previous
research. These are congruency, duration, resource investment and management
involvement. The researcher described the variables one by one.
Congruency
Resource investment was adapted from Brink Schroder and paywels (2006) of that
study. Five point liked scale are used by researcher.
Table 3.2 measurements of congruency
Resource The type of cause that is supported by Swaplers is very Brink
investment much in line with its corebusiness etal(2006)
Taking into account Swaplers‟ core business, it is very
logical for Swaplerstosupport this type of cause
Supporting this cause is very appropriate as it “fits” very
well with Swaplers‟ corebusiness
44
Duration
Duration was adapted from Brink Schroder and paywels (2006) of that study. Five
point liked scale are used by researcher.
Table 3.3 measurements of duration
Duration The duration of Swaplers‟ campaign is long Brink
etal(2006)
Swaplers‟ campaign can be considered a long-term
campaign
Amount of resources invested
Amount of resources investment was adapted from Brink Schroder and paywels
(2006) of that study. Five point liked scale are used by researcher.
45
Table 3.4 measurements of resource investment
Amount of Swaplers invests a large amount of resources (e.g. time, Brink et
resource money, expertise) in the campaign al(2006)
investment
The amount of resources (e.g. time, money, expertise) that
Swaplersinvests in the campaign is high
Management involvement
Management involvement was adapted from Brink Schroder and paywels (2006) of
that study. Five point liked scale are used by researcher.
Table 3.5 measurements of management involvements
Management Swaplers‟ senior management seems to find it important Brink et
involvement what kind of cause the company supports al(2006)
Swaplers‟ senior management seems to be interested in
the kind of cause the company supports
For Swaplers‟ senior management it seems to mean a lot
what cause the company supports
46
3.6 Data collection procedure.
When collecting the data, the researcher faced lot of barriers and also gained vast field
experience. However, most of the people do not like to fill the questionnaires due to
lack of time and amount takes to fill the questionnaires. The researcher collated the
data (simple random sample) covering entire Sri Lankan people represent various
geographical area. Some of respondents were not response for the email.
3.7 Data analysis method
The researcher use SPSS & Smart PLS to make the database. SPSS Statistics is a
software package used for statistical analysis. SPSS is among the most widely used
programs for statistical analysis in social science. It is also used by market
researchers, health researchers, survey companies, government, education researchers,
marketing organizations, and others. The original SPSS manual has been described as
one of "sociology's most influential books" for allowing ordinary researchers to do
their own statistical analysis. In addition to statistical analysis, data management and
data documentation are features of the base software.
The SPSS An effective presentation not only to analyze the data but also helps to user
of dissertation to understand the data. The SPSS helps to make number of different
statistical tools like t- text, chi-squire test, and exploratory factor analysis and so on.
Smart PLS is one of the software applications for PLS path modeling analyses. This
model is an easy, yet powerful, estimation technique for structural equation models.
47
This software is successfully use for the strategic management, information
technology management, media management. These models can be measured with the
method of partial least squares (PLS)-analysis. Hence, it is possible to import data of
manifest variables in the model. This software was created in a project at the Institute
of Operations Management and Organizations.
48
Chapter Four
4.0 Introduction
Before analyzing the results of the experiment, the researcher per tested the data
analysis. In this study is presented the dimensions of “Cause related marketing” how
impact on brand loyalty.110 respondents participated for this study in whole the Sri
Lanka. Here the researcher presented sub topic according to analysis this experiment.
According to that demographic data analysis presented number of 4.1,response rate
presented number of 4.2,comfomentary factor analysis presented number of
4.3,structural factor analysis presented number of 4.4,hypothesis testing analysis
number of 4.5 and summery of the hypothesis testing presented number of 4.6 sub
topics.
4.1 Demographic data analysis
Table 4.1 Age response
Age Frequency %
18-27 68 61.8
28-37 27 24.5
38-47 10 9.1
48-57 5 4.5
Total 110 100
49
Source: Survey data 2014
Most of our responses are within 18 -27 age group. It is 68 of frequency from the total
Sample. Also it shows 61.8% of our sample. Range of 28 -37 age group responded 27
from total sample. It percentage were 24.5 % from the total percentage of sample.
Range of 38-47 age group responded 10 from total sample. Percentage is 9.1 % from
the total. Range of 48-57 age group responded 5from the total sample. It percentageis
4.5 % from the total percentage of the total sample. The researcher shows above age
groups following pie chart.
Figure 4.1.Age
18-27
28-37
38-47
48-57
50
Table 4.2 Gender response
Gender Frequency %
male 56 50.9
female 54 49.1
Total 110 100.0
Here Male responded is more than Female. It is 56 from the total sample. Percentage
is 50.9% from the total sample. Female responded 54 from the total sample and
percentage is 49.1% from the sample. The researcher shows above genderresponses
from the following pie chart.
Figure 4.2 Gender
male
female
51
Table 4.3 Incomeresponse
Income Frequency %
5000-10000 30 27.3
10000-15000 18 16.4
15000-20000 31 28.2
20000-25000 23 20.9
above 25000 8 7.3
Total 110 100
Most of income groups are within under theRs: 15000- 20000 income range.It is 31
from the total responses and percentage is 28.2% from the total percentage. When
considering other income groups of Rs: 5000-10000, 20000-25000, 10000-15000 and
above 25000 are respectively 30, 23,18,8 from the sample of this study and
percentages are 27.3%, 20.9%, 16.4%, 7.3% from the total percentage. Its data can be
shows from the pie chart as follows:
52
Figure 4.3 Income
5000-10000
10000-15000
15000-20000
20000-25000
above 25000
Table 4.4 Religion response
Religion Frequency %
Buddhist 110 100.0
In this research study has been responded only the Buddhist responses from the
sample of this study. Above data can be shown from the pie chart as follows.
53
Figure 4.4 Religion
Buddhist
Table 4.5.Civil statusresponse
Civil status Frequency %
married 36 32.7
unmarried 74 67.3
Total 110 100.0
54
Most of unmarried people have responded than married people from the total sample.
It is 74 responses from the total sample and percentage is 67.3% from the total
percentage. Above data can be shown from the pie chart as follows,
Figure 4.5 Civil status
unmarried
Married
Table 4.6.Educationresponse
Education Frequency %
Primary 03 2.7
secondary 46 41.8
Tertiary 61 55.5
Total 110 100.0
55
When considering the response of the education of this study, Most of thursary
responses have responded number of 61 from the total sample of this study. Its
percentage is 55.5% from the total sample. Primary and secondary responses have
responded respectively 03and 46 from the total sample. And also its percentages are
respectively 2.7% and 55.5% from the total percentage from the total sample.it can be
shown pie chart as follows,
Figure 4.6 Education
primary
secondary
tertiary
56
4.2. Response rate
The researcher has collected the data from the face to face, mail and facebook in
whole the Sri Lanka. According to that response rate of this study as follows,
Table 4.7 Response rate
Disposition Face to face Face book E- mail
Delivered questionnaires 50 40 30
Rejected questionnaires 05 03 02
Useable questionnaires 45 37 28
Total 50 40 30
Response rate 90% 92.5% 93%
When look at the above table response rate is high for the E-mail responses‟ more
than others. It is 93% response rate.Responserate are 92.5%, 90% respectively for
Facebook and face to face.
57
4.3 Confirmatory Factor analysis
Table 4.8 Confirmatory factor analysis; original model
Constructs Standardize Composite
loadings Reliability
(t- value) (AVE)
Congruency 0.83⁄0.63
The type of cause that is supported by lucky
yoghurt is very much in line with its core business 0.66(3.13)
Taking into account lucky yoghurt‟ core business,
it is very logical for lucky company to support 0.83(4.67)
this type of cause
supporting this cause is very appropriate as it 0.86(4.70)
“fits” very well with lucky company‟ core
business
Duration 0.81⁄0.68
The duration of lucky company‟ campaign is long 0.78(6.20)
Lucky company‟ campaign can be considered a
long-term campaign 0.85(8.20)
58
Resource invested 0.82⁄0.70
lucky company invests a large amount of 0.92(6.75)
resources (e.g. time, money, expertise) in the
campaign
The amount of resources (e.g. time, money, 0.74(2.67)
expertise) that lucky company invests in the
campaign is high
Management involvement 0.89⁄0.73
Lucky company‟ senior management seems to
find it important what kind of cause the company 0.86(6.57)
supports
lucky company‟ senior management seems to be
interested in the kind of cause the company 0.87(5.01)
supports
For lucky company ‟ senior management it seems
to mean a lot what cause the company supports 0.84(5.59)
59
Brand loyalty 0.87⁄0.39
I would always think of lucky yoghurt over other 0.61(4.33)
brands when I consider buying yoghurt
I would pay a lot of attention to Lucky yoghurt 0.60(4.34)
over other brands
I would be upset if I had to buy another brand of 0.48(4.45)*
yoghurts if lucky yoghurt was not available
I would be excited about getting lucky yoghurt 0.53(3.95)*
over other brands
I would feel good about lucky yoghurt over other 0.64(5.40)
brands
I would feel very attached to lucky yoghurt over 0.60(4.28)
other brands
I would be interested in lucky yoghurt over other

0.73(7.64)
brands
It would be very important for me to buy lucky

0.78(14.50)
yoghurt over other brands
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Although another brand is on sale, I would buy 0.68(7.67)
lucky yoghurt
I would always find myself consistently buying 0.76(11.03)
lucky yoghurt over other brands
If lucky yoghurt were not available at the store, I 0.34(3.02)*
would rather not buy at all if I have to choose
another brand
Cause related marketing: Based on the result of the confirmatory factor analysis the
researcher found t- value and Standardize coding of five dimensions of congruency,
duration ,resource investment, management involvement and brand loyalty. After
analyzing the value identified for the one by one dimension as follows,
Congruency:When considering about congruency of cause related marketing, its
Composite Reliability and Validity are respectively 0.83 and 0.63.Based on the
analysis, researcher has founded t value and Standardize coding for items of
congruency. Therefor its values were the type of cause that is supported by lucky
yoghurt is very much in line with its core business (β= 0.66; t= 3.13),Taking into
account lucky yoghurt’ core business, it is very logical for lucky company to support
61
this type of cause(β= 0.83; t= 4.67),supporting this cause is very appropriate as it
“fits” very well with lucky company’ core business(β= 0.86; t= 4.70) .
Duration:When considering the Duration, its Composite reliability and validity were
respectively 0.81 and 0.68.And also t- value and Standardized loadings were the
duration of lucky company’ campaign is long (β= 0.78; t= 6.20), Lucky company’
campaign can be considered a long-term campaign (β= 0.85; t= 8.20).
Resource investment:Based on the Confirmatory factor analysis, resource
investment‟s composite reliability and validity were respectively 0.82 and 0.70.And
also items its t- vale and Standardized loadings werelucky company invests a large
amount of resources (e.g. time, money, expertise) in the campaign (β= 0.92; t= 6.75),
The amount of resources (e.g. time, money, expertise) that lucky company invests in
the campaign is high (β= 0.74; t= 2.67).
Management involvement:Based on the confirmatory factor analysis, three items of
the management involvement data analysis were Management involvement’s
reliability and validity (0.89⁄0.73), Lucky company’ senior management seems to find
it important what kind of cause the company supports(β= 0.86; t= 6.57), lucky
company’ senior management seems to be interested in the kind of cause the company
supports(β= 0.87; t= 5.01),For lucky company ’ senior management it seems to mean
a lot what cause the company supports(β= 0.84; t= 5.59).
Brand loyalty: Based on the analysis on brand loyalty value were reliability and
validity(0.78 ⁄0.39), I would always think of lucky yoghurt over other brands when I
62
consider buying yoghurt(β= 0.61; t= 4.33), I would pay a lot of attention to Lucky
yoghurt over other brands(β= 0.60; t= 4.34),I would be upset if I had to buy another
brand of yoghurts if lucky yoghurt was not available(β= 0.48; t= 4.45), I would be
excited about getting lucky yoghurt over other brands(β= 0.53; t= 3.95), I would feel
good about lucky yoghurt over other brands(β= 0.64; t= 5.40), I would feel very
attached to lucky yoghurt over other brands(β= 0.60; t= 4.28),I would be interested
in lucky yoghurt over other brands(β= 0.73; t= 7.64),It would be very important for
me to buy lucky yoghurt over other brands(β= 0.78; t= 14.50),Although another
brand is on sale, I would buy lucky yoghurt(β= 0.68; t= 7.67),I would always find
myself consistently buying lucky yoghurt over other brands(β= 0.76; t= 11.03), If
lucky yoghurt were not available at the store, I would rather not buy at all if I have to
choose another brand(β= 0.34; t= 3.02).
Based on the results of the confirmatory factor analysis it was decided to delete three
items. The itemsthatdeleted were the following because they had factor loadings
below 0.5 and somewhat low t-values.
I would be upset if I had to buy another brand of yoghurts if lucky yoghurt was not
available (β= 0.48; t= 4.45).
If lucky yoghurt were not available at the store, I would rather not buy at all if I have
to choose another brand (β=0.34; t= 3.02).
Would be excited about getting lucky yoghurt over other brands (β= 0.53; t= 3.95).
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Table 4.9.Confirmatory factor analysis: final model
Constructs Standardize Composite
loadings Reliability
(t- value) (AVE)
Congruency 0.84⁄0.63
The type of cause that is supported by lucky yoghurt is very
much in line with its core business 0.68(3.658)
Taking into account lucky yoghurt‟ core business, it is very
logical for lucky company to support this type of cause 0.84(4.58)
Supporting this cause is very appropriate as it “fits” very
well with lucky company‟ core business 0.85(10.92)
Duration 0.80⁄0.67
The duration of lucky company‟ campaign is long 0.75(4.53)
Lucky company‟ campaign can be considered a long-term 0.88(10.92)
campaign
64
Resource invested 0.82⁄0.70
lucky company invests a large amount of resources (e.g.
time, money, expertise) in the campaign 0.93(4.45)
The amount of resources (e.g. time, money, expertise) that
lucky company invests in the campaign is high
0.72(2.67)
Management involvement 0.89⁄0.73
Lucky company‟ senior management seems to find it 0.86(18.21)
important what kind of cause the company supports
lucky company‟ senior management seems to be interested
in the kind of cause the company supports 0.87(15.75)
For lucky company ‟ senior management it seems to mean a
lot what cause the company supports
0.83(14.03)
65
Brand loyalty 0.88⁄0.49
would always think of lucky yoghurt over other brands 0.64(4.31)
when I consider buying yoghurt
would pay a lot of attention to Lucky yoghurt over other 0.62(4.34)
brands
I would feel good about lucky yoghurt over other brands 0.68(6.04)
I would feel very attached to lucky yoghurt over other 0.61(4.82)
brands
I would be interested in lucky yoghurt over other brands

0.75(8.87)
It would be very important for me to buy lucky yoghurt over

0.78(10.53)
other brands
Although another brand is on sale, I would buy lucky

0.73(10.62)
yoghurt
I would always find myself consistently buying lucky

0.75(9.29)
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After deleted the three items of brand loyaltydidn‟t have the change of reliability and
validity for congruency, duration, resource investment and management involvement.
But brand loyalty‟s reliability and validity are changed .It was .0.88(0.46)
When considering congruency it‟s changed as follows,
The type of cause that is supported by lucky yoghurt is very much in line with its core
business (β= 0.68; t= 3.69).Its value is increased before earlier.
Taking into account lucky yoghurt’ core business, it is very logical for lucky company
to support this type of cause(β= 0.84; t= 4.58).Here t- value and standardizedloading
are changed.
Supporting this cause is very appropriate as it “fits” very well with lucky company’
core business(β= 0.85; t= 5.15).Here only the increased t-valueearlierbefore.
When considering the duration its t – value and standardized can be shown as follows,
The duration of lucky company’ campaign is long (β= 0.75; t= 4.52).Here
standardized loading is decreased .As well as that t- value is decreased.
Lucky company’ campaign can be considered a long-term campaign (β= 0.88; t=
10.92).Here t- value and standardized loading are increased earlier before.
When considering resource investment it value changed as follows.
Lucky company invests a large amount of resources (e.g. time, money, expertise) in
the campaign (β= 0.93; t= 4.44).Here t- value is decreased earlier before.
The amount of resources (e.g. time, money, expertise) that lucky company investment
in the campaign is high (β= 0.72; t= 2.67).When comparing earlier value,
standardized loading is decreased.

67
When considering the management involvement, its value is changed as follows.
Lucky company’ senior management seems to find it important what kind of cause the
company supports (β= 0.86; t= 18.20).In here standardized loadings is not the
changed. But t-value is changed.
Lucky company’ senior management seems to be interested in the kind of cause the
company supports (β= 0.87; t= 15.59). Although here t- value isincreased,
Standardized loadings are notchange when comparing earlier before.
For lucky company’ senior management it seems to mean a lot what cause the
company supports (β= 0..82; t= 14.02)Although here t- value is increased, But
Standardized loadings are decreased when comparing earlier before..
When considering brand loyalty, its values are changed as follows,
I would always think of lucky yoghurt over other brands when I consider buying
yoghurtt(β= 0.63; t= 4.31).when comparing earlier value Standardized loadings are
increased.
I would pay a lot of attention to Lucky yoghurt over other brands (β= 0.62; t=
4.34).Here also Standardized loadings are increased earlier before
I would feel good about lucky yoghurt over other brands (β= 0.68; t= 6.04).Here both
of values are increased when comparing earlier
I would feel much attached to lucky yoghurt over other brands (β= 0.61; t= 4.82).
Here both of values are increased.
I would be interested in lucky yoghurt over other brands (β= 0.75; t= 8.88).Here also
both of values are increased.
68
It would be very important for me to buy lucky yoghurt over other brands (β= 0.78;
t= 10.53).Here t – value are decreased
Although another brand is on sale, I would buy lucky yoghurt (β= 0.73; t=
10.62).Here also both of values are increased when comparing earlier before
I would always find myself consistently buying lucky yoghurt over other brands (β=
0.75; t= 9.29). Here also both of valuesaredecreased.
4.4 Structural model
The below conceptual model shows the relationship and measure the impact of four
dimensions congruency , duration, resource investment and management involvement
on brand loyalty. Considering thisvariables it‟s both impact on brand loyalty any
product of organization. After analyzing the Smart PLS the final structural model can
be shown as follows,
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Figure 4.7 Structural model
Congruency
0.23(2.14)
Duration 0.46(1.20)
Brand
loyalty
0.081(0.74)
Resource
investestment
0.17(1.78)
Management
involvement
Source:Survey data 2014
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Table 4.10. Correlation and t- value
Dependent variable
Ca 0.23(2.14)
Da 0.46(1.20)
RIa 0.08(0.74)
MIa o.17(1.78)
a= Independent variable
c= Dependent variable
4.5 Hypothesis Testing
To test the hypotheses, the researcher simultaneously regressed the four design
dimensions of cause related marketing congruency, duration, resource investment and
management involvement – on brand loyalty. This topic there for is presented
relationship between above dimensions and brand loyalty.
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Table 4.11 Cause related marketing’s dimensions on brand loyalty
Constant T- value
Congruency 2.14
Duration 1.20
Resource investment 0.74
Management involvement 1.78
4.5.1.Congruency of a CRM campaign and brand loyalty
To test H1, The researcher applied t - value to measure the relationship between cause
related marketing and brand loyalty. As the analysis, correlationand t- value are
respectively (β= o.23; t= 2.14). So table IV indicates that congruency of cause related
marketing do have relationship on brand loyalty a consequence, H1 is supported.
H1 there is apositive relationship between congruency of a cause related marketing
and brand loyalty.
4.5.2 Duration of a CRM campaign and brand loyalty.
To test H2, The researcher applied correlation to measure the relationship between
duration of a cause related marketing and brand loyalty. Considering the above
relationships itsis 1.46.So it has a positive relationship between duration of cause
related marketing and brand loyalty. As well its t- value is 1.20.H2 is there for
supported to the partially.
H2 there is a positive relationship between duration of a cause related marketing and
brand loyalty
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4.5.3Resources investement of a CRM campaign and brand loyalty.
resource investment ofacause related marketing and brand loyalty. It‟s have a positive
relationship because its value is positive. But it supported in partially for above
relationship. Because its t- value is 0.74.
H3 there is a positive relationship between Resource investment of a cause related
marketing and brand loyalty
4.5.4 Managementinvolvementof a CRM campaign and brand loyalty
management involvement of a cause related marketing and brand loyalty.Considering
about the correlation, it is0.17. It means that it has positive relationship between
management involvement and brand loyalty. But it partially supported for the
relationship. Because its t- value is 1.78
H4 there is a positive relationship between management involvement of a cause
related marketing and brand loyalty
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4.6 Summery of the Hypothesis testing
Table 4.12 Summery of the hypothesis testing
Hypothesis Result
H1 there is a positive relationship between congruency of a cause supported
related marketing and brand loyalty.
H2 there is a positive relationship between duration of a cause Partially
related marketing and brand loyalty supported
H3 there is a positive relationship between Resource investment Partially
of a cause related marketing and brand loyalty supported
H4 there is a positive relationship between management Partially
involvement of a cause related marketing and brand loyalty supported
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Chapter Five
5.0. Discussion& Conclusion
The final chapter will contain the main findings and discussions based on the previous
fourth chapters study. According to the topic, Summery has been included as 5.1,
Contribute of the study included as 5.2and limitation and future research included as
5.3.The present study assesses the impact of Cause-Related Marketing (CRM) on a
consumer‟s brand loyalty.
The researcher clearly identified results of the impact of “Cause Related Marketing”
program of the Lucky yoghurt products brand loyalty has been increased. An
experimental study with 110 participants, this study confirms that cause-related
marketing enhance consumer‟s brand loyalty. However the results show that four
dimensions of the congruency, duration, resource investments and management
involvement will be main components for “Cause Related Marketing”
Congruence often used by firm‟s core business with the cause, the duration, resource
investments and management‟s involvement will not be highly involved. Based on the
results show that, out of four dimensions Congruency is only proved dimension
significantly impact to increased consumer‟s brand loyalty. While other dimensions
such as duration, resource investments and management involvement also had shown
positive relationship between brand loyalty and cause related marketing but it‟s not
significantly impact to increase for brand loyalty regarding to the products.
75
5.1 Summery of the study
The researcher has included the five chapters for the study. They are following as
introduction of the study, literature review and conceptual framework, methodology
and analyzing of the study. As fifth chapter is discussion and conclusion. Hereafter
Summery of each chapter given as follows.
As per the first chapter it‟s included the sub topics as introduction number 1.1,
Research questions number as 1.2 and significant of the study number as 1.3.
Introduction chapter has been included the “Reason for the researcher has select of
this research area and briefly written the research gaps. Second, third and fourth
sections included about the why the researcher select like this research area. Also the
researcher identifies that three research gaps according to the topic. Considering the
research questions the researcher clearly found that problem identification. According
to that the main problem is “how cause related marketing impact on brand loyalty?”
Based on the main topic are developed four sub questions as how congruency of cause
impact on brand loyalty? How duration of cause impact on brand loyalty? How
resource investment of cause impact on brand loyalty? How management involvement
of cause impact on brand loyalty? Objective is too developed by the researcher as to
observe the relationship between causes related marketing and brand loyalty, to
examine congruency of cause and band brand loyalty, to examine duration of cause
and brand loyalty, to examine resource investment of cause and brand loyalty, to
examine involvement of cause and brand loyalty. Significant impacts of the above
study briefly discussed purpose for the academic and managerial.
Second chapter enclosed of literature review and conceptual framework. It has
included three parts as literature review, conceptual framework and hypothesis. When
76
considering literature review has two parts .There is independent variable of “Cause
Related Marketing” number as 2.1.1 and independent variable of brand loyalty
number as 2.1.2. Conceptual framework and hypothesis discussed has two parts.
The researcher built the conceptual framework the relationship between cause related
marketing‟s using four dimensions of congruency, duration, resource investment and
management involvement on brand loyalty. For the conceptual framework has
included under the hypothesis the researcher has summarized four results. They
ispositive relationship between congruency of CRM campaign and brand loyalty,
there is a positive relationship between duration of a CRM campaign and brand
loyalty, there is a positive relationship between the amount of resources invested in a
CRM campaign and brand loyalty, there is a positive relationship between the degree
of senior management involvement and brand loyalty.
Under the third chapter of methodology researcher has included sub topics. These are
research designs number as 3.1, research context number as 3.1, population and
Sample number as 3.3, data collection methods number as 3.4, Measurements number
as 3.5, Data collection procedure number as 3.6. Data analysis method number of
3.7.Under the research designs its included definitions of the descriptive research,
cross sectional study, problem identification questions structure so on. Under the
research context it has about organizations of Lucky Lanka Milk Processing Company
Ltd. Under the population and sample it‟s included about sample, about population
and sampling technology.Considering the data collection method it has included three
sub topics.
They are questions design number as 3.4.1, cover letter number as 3.4.2 and
questionnaires translations number as 3.4.3.Under the measurement it has
77
measurement of brand loyalty and cause related marketing. Under the data collection
procedure it has field work experience when collecting data from the sample of this
study.Under the data analysis method the researcher has used SPSS and Smart PLS
.Here researcher use to analyze the demographic variables. Also researcher use to
analyze the other measurements of cause related marketing and brand loyalty.
Under the fourth chapter of analyzing the researcher has included brief introduction of
the chapter. Also it has include sub topics about demographic data analyze number of
4.1, response rate number as 4.2, confirmatory factor analysis number as 4.2,
structural model number as 4.4, hypothesis testing number as 4.5 and summery of the
hypothesis testing number as 4.6 .demographic data has been analyzed of age, gender,
civil status, income, religion and education .the researcher found the response rate for
the mail, face book and face to face. It was 93%, 92.5% and 90%.Under the
confirmatory factor analyzed it has two table about original and final model .And also
it has validity .reliability, standardized loadings and t- value about items. After
analyzing these items by the Smart PLS the researcher included conceptual
framework.it named was structural model.it has included the correlations and t –vale
of four dimensions of cause related marketing. Under the hypothesis testing the
researcher test hypothesis as H1 there is a positive relationship between congruency of
a cause related marketing and brand loyalty, H2 there is a positive relationship
between duration of a cause related marketing and brand loyalty, H 3 there is a positive
relationship between Resource investment of a cause related marketing and brand
loyalty and H4 there is a positive relationship between management involvement of a
cause related marketing and brand loyalty. Under the summery of the test the
researcher has include “how supported t- vale and correlation about four hypothesis.
78
Here researcher clearly identify according to t-vale and correlations, only congruency
dimensions significantly supported for that testing.
5.2 Contribution of the study
The research topic of the cause related marketing on brand loyaltyhas been
significantly impact for academic and managerial function. Here the researcher has
defined significant for academic number as 5.2.1and significant for managerial
number as 5.2.2.
5.2.1 Academic
The purpose of this study was providing a deeper understanding about “Cause Related
Marketing” concept within a Lucky yoghurt company. Research questions were
developed based on congruency, duration, resource investment, management
involvement and brand loyalty. Outcome of this study overall strengthens the theories
for the academic.As a result of that most of university students and other students can
get an idea about cause relations marketing definition and brand loyalty definition.
Also the students can get an idea about relationship between cause related marketing‟s
dimensions of congruency .duration, resourceinvestment, management involvement
and brand loyalty.
When considering of congruency it‟s significantly impact on consumer brand loyalty
But when the management involvement it‟s somewhat significantly impact for brand
loyalty. Resource investment and duration has been low impact for brand
loyalty.When researcher using thesedimensions they can get an idea about how its
impact forthe brand loyalty. Finally it‟s very useful for academic purpose.
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5.2.2 Managerial
The findings from this experimental study can be used by managers to optimize the
impact of their cause related marketing programs. If an Organization needs to increase
the brand loyalty through cause related marketing they should follow of congruency,
duration, resource investment and management involvement.
To avoid the negative publicity deliver by the customer groups (word of mouth) when
implementing the “Cause Related Marketing”. Some of unsatisfied customers or
competitors mislead the company image. If “Cause Related Marketing” implemented
by the management. The benefits are
To increase the market share
To increase customer base
To enhance the company brand image
To increase sales & volume
To compete with competitors
As a CSR (Corporate Social Responsibility) project etc
Congruency is the essential values of your company and when dealing with “Cause
Related Marketing” and it creates more values for the customers. When using “Cause
Related Marketing” on your company management involvement also need to be
considered. Also when using the cause related marketing of duration in order to build
the trust among you and your company. It helps for the managers to get paining for
against competition. Though cause-related marketing offers huge benefits to both for-
profit organization and equally effective for both parties. So managers can get an idea
about benefits, image, loyalty, sales and positive publicity by using relationship
“Cause Related Marketing” for strategy and brand loyalty.
80
5.3 Limitations and future research
Some important limitations of the present study are essential. First, most of
respondents were representing from Southern province. It is relevant to see whether
the report results would be still hold in a more representative sample for the Sothern
province. So when doing the future research sample will be more representatives from
other parts of the Sri Lanka. Although we simultaneously tested the effects of the four
design dimensions of a cause related marketing campaign, we did not manipulate each
dimension separately. By doing so, one would be able to assess the relative impact of
each dimension on a consumer‟s brand loyalty
The researcher collected the data from the 110 respondents. But that sample size is
notenough to do a research. So doing the future research; sample can be increased.
The researcher used only yoghurt products. But “Cause Related Marketing” is can use
all the products as well.
81
List of Reference
Adiwijaya, & Fauzan. (2012). Cause related marketing:The influence of cause - brand
fit,firm motives and attibute altraistic to consumer inferences and loyalty and
effect of consumer values. 54.
Brink, D. V., -schroder, G. O., & Pauwels, P. (2006). The effect of strategic and
tactical cause related marketing on consumer's brand loyalty. Consumer
Marketing, 25.
Gary, B. (2007). Cause related marketing and its impact on coporate brand image and
sales. International Marketing, 227.
Hoeffler, S., & Keller, K. L. (2002). Building Brand Equity Through corporate
societal marketing. Journal of Policy & Marketing.
Hunjara, A. I., Azam, R. I., & Humgyoyn, A. A. (2011). Cause related marketing and
impact on sales:Meadiating by brand loyalty. 15.
Nilsson, C., & Rahmani, S. (2007). Cause Related Marketing.
Rajput, S., Tuagi, N., & Bhakar, S. (2013). Social Cause related marketing and its
impact on consumer's loyalty. Prestig International Journal of Management
and IT, 38.
Rundle, S., & Bennett, R. (2001). A brand for all seasons?A discussion of brand
loyaltya approaches and their appliability for different markets. Product &
brand Management, 37.
82
Shabbir, s., Kaufmann, H. R., Ahmad, I., & Quieshi, I. (2009). Cause related
marketing compaings and consumer purchase intention:The meditating role of
brand awarness and coporate image. Bussines Management, 1234.
Sundra, S. (2007). Cause Related marketing ;Tactic or strategy. Institute of
Management(BIM), 214.
Varadarajan, P., & Menon, A. (1988). Cause related marketing :A coalignment of
Marketng strategy and coporate philanthropy. Jounol of Marketing, 74.
Zdravkovi, S., Stanely, S., & Magnasson, P. (2010). Dimensions of fit between a
brand and social cause and their influence on attitudes. Research in Marketing,
159.
Zenal, S., Safaring, H., & Mollahosseini, A. (2012). A survey on the impact of cause
importance and gender on consumer's purchasing intention in case Related
Marketing. Contemporary Research in bussiness, 307.
Zenali, S., Safarnig, H., & Mollahosseini, A. (n.d.). A survey on the impact of cause
importance and gender on consumer,.
83
Appendices
FACULTY OF MANAGEMENT & FINANCE DEPARTMENT OF MARKETIN

Appendix: covering letter
02-10-2013
K.D.NiroshaDamayanthi,
Impact of cause related marketing on brand loyalty
No.528,
Tissapura,
Weerawilla.
Dear Dr.
On behalf of all the authors, I would like to ask you to consider our manuscript
entitled ”Impact of cause related marketing on brand loyalty” for publication in as an
original research article. This descriptive study investigated there is a positive
relationship between cause related marketing and brand loyalty. All study participants
provided informed consent, and the study design was approved by an ethics review
board. I doing this research for may study purpose.
Based on the research topic it result was there is positive relationship between cause
related marketing and brand loyalty. It means that the cause related marketing impact
to increase the brand loyalty. We feel that findings from this study will be of special
interest to the readers.
Without wishing to take a liberty, my coauthors and I would like to suggest, as
potential referees, Dr.Thusitha Gunawardana, phone:07218577625,e-
mail:tslw2013@gmail.com
FACULTY OF MANAGEMENT & FINANCEDEPARTMENT OF MARKETING
A
This manuscript has not been published and is not under consideration for publication
elsewhere. All the authors have read the manuscript and have approved this
submission. The authors report no conflicts of interest.
Sincerely,
Kalu Durage NiroshaDamayanthi an undergraduate of university of Ruhuna
Matara
Sri Lanka
2014 February

B
Appendix: English questionnaires
Impact cause related marketing on brand loyalty (with special reference to lucky
yoghurt “Dana SithSamajaya” program)
This questionnaire is developed to gather data to study the Cause related marketing
strategy with special reference to lucky “Dana SithSamajaya “ program .The data
you will be provide will be used only for this research purpose and will be fully
confidential and anonymous. I would appreciate it if you could take a few minutes to
answer a few questions for me.
K.D.N Damayanthi/Faculty of management and finance/University of Ruhuna.
Part I
Impact of Dana SithSamajaya program on brand loyalty.(put a „‟mark on the
relevant represents your answer more clearly.)

Strongly
Strongly
disagree
disagree
neutral
agree
agree
01.I would always think of lucky yoghurt over other     
brands when I consider buying yoghurt
02.I would pay a lot of attention to Lucky yoghurt over     
other brands
03.I would be upset if I had to buy another brand of     
yoghurts if lucky yoghurt was not available
04.I would be excited about getting lucky yoghurt over     
other brands

C
05. I would feel good about lucky yoghurt over other     
brands
06 I would feel very attached to lucky yoghurt over other     
brands
07.I would be interested in lucky yoghurt over other     
brands
08.It would be very important for me to buy lucky yoghurt     
over other brands
09.Although another brand is on sale, I would buy lucky     
yoghurt
10.I would always find myself consistently buying lucky     
11.If lucky yoghurt were not available at the store, I     
would rather not buy at all if I have to choose another
brand

D
Part II
Strongly
Strongly
disagree
disagree
neutral
agree
agree
12.The type of cause that is supported by lucky yoghurt is     
very much in line with its core business
13.Taking into account lucky yoghurt‟ core business, it is     
very logical for lucky company to support this type of
cause
14.Supporting this cause is very appropriate as it “fits”     
very well with lucky company‟ core business
15 The duration of lucky company‟ campaign is long     
16. Lucky company‟ campaign can be considered a long-     
term campaign
17. lucky company invests a large amount of resources     
(e.g. time, money, expertise) in the campaign
18.The amount of resources (e.g. time, money, expertise)     
that lucky company invests in the campaign is high
19. Lucky company‟ senior management seems to find it     
important what kind of cause the company supports
20. lucky company‟ senior management seems to be     
interested in the kind of cause the company supports
21.For lucky company ‟ senior management it seems to     
mean a lot what cause the company supports

E
Part III
22. How old are you?
18-27
28-37
38-47
48-57
Above58
23. Gender
Male
Female
24. Approximate monthly income from the business
Rs.5000-10000
Rs.10000-15000
Rs.15000-20000
Rs.20000-25000
Above 25000

F
25. Your religion
Buddhists
Catholics
Christians
Muslims
Hindus
26. Civil status
Married
Unmarried
27. Education
Primary
Secondary
Tertiary

G
Appendix: Sinhala questionnaires
ikakuSS mlaImd;s;ajh u; wf,ú WmdhYS,S;ajhg iïnkaê; (cause related marketing) ys
n,mEu ^˜Ok is;aiudch˜ jevigyfkys ,lS fhda.Ü flfry súfYaIs; wjOdkh fhduqlrñka&
fuu m%YaKdj,sh ilia fldg we;af;a(Ok is;aiudch) jevigyk ^wf,js jkakdjQ iEu
,lS ksIamdokhlskau remsh,la wruqo,la ioyd nerfjk w;r th mdi,a orejkaf.a
iqnidOkh ioyd jeh flf¾& flfrys úfYaIs; wjOdkh fhduqlrñka wf,ú WmdhYS,S;ajhg
iïnkaê; fya;= wOHkh lsÍu i|yd o;a; tla/ialr ;nd .ekSugh' Tnfj; imhko;a;
Ndú; lrkqfha fuu m¾fhaIK ld¾hh i|yd muKla w;r th blaukskau ryiHNdjh
rlskjd;a yer ks¾kdñljo fõ' ñks;a;= lsysmhla udfjkqfjka ñvx.= lrf.k m%YaK lsysmhlg
ms<s;=re imhkafka kï uy;afia w.h fldgi,lñ'
fla'ã'tkaouhka;s
l<uKdldrK yd uQ,HmSGh
reyqKq úYajúoHd,h'
1'fjks fldgi
NdKavy÷kd.ekSfï ,laIK u; (Ok is;aiudch) jevigyfkys n,mEu ^Tfíms<s;=r
jvd;a myeÈ,sjkq msKsi wod, ia:dkfhysi,l=K fhdokak'&

H
oevsj tl. fkdfjS
oevsj tl. fjS

woyila ke;
tl. fkdfjS
tl. fjS
1. Ud fhda.Ü ñ,§ .kakd úg§ fiiq j¾.fha tajdg jvd     
jeäfhka is; fhduqlrkqfha ,lS fhda.Ü i|ydh
2. fiiq j¾.hkag jvd jeäfhka ,lSfhda.Ü flfrysud     
wjOdkh fhduqlrñ'
3. ,lS fhda.Ü fkdue;sj fjk;a j¾.hla udyg ñ,§ .ekSug     
isÿjqj fyd;a uu fkdikaiqkaNdjhg m;afjñ'
4. fiiq j¾.fha NdKvhkag jvd jeäfhka ,lSfhda.Ü     
.ekSfï§ ud l=;=y,fhka isà'
5. fiiq j¾.hkag jvd jeäfhka ,lSfhda.Üj,g     
udleue;af;ñ
6. fiiq j¾.hkag jvd jeäfhka ,lS fhda.Üj,g udkeUqrej     
isáñ
7. fiiq j¾.hkag jvd jeäfhka ud ,lSfhda.Ü flfrys wid     
we;af;ñ
8. fiiq j¾.hkag jeäfhka ,lSfhda.Ü ñ,§ .ekSu ug     
jvd;ajeo.;a fõ'
q fyda;a ñ,g .kqfha 

9. fjk;a j¾.hla úlsKSug ;snk    
,lSfhda.Üh
10. wfkl=;a fiiq j¾.hkag jvd ksr;=rej uu fidhdn,kqfha     
,lSfhda.Üh
11. fj<|ief,a ,lSfhda.Ü fkdue; súgfjk;a j¾.hla f;dard     
.ekSug ug isÿjqjfyd;a th fldfy;au ñ,g fkd.ksñ

I
2 jkfldgi
oevsj tl. fkdfjS
oevsj tl. fjS

woyila ke;
tl. fkdfjS
tl. fjS
12. ,lSfhda.Üys Okis;a iudc jevigyk (cause related     
marketing )jHdmdr uQ,sl yrh ioyd iyh ,ndfoa
13. ,lSfhda.Ü uQ,sl jHdmdrsl yrh i,ldne,Sfï§" fun÷ Okis; a     
iudcjevigyka(cause related marketing)i|yd ,lS ,xld
us,ala fm%dfiiska iud.u WmldÍj isàu jvd;a ;¾ldKql+,h
14. fuu fun÷ Okis;a iudcjevigyka (cause related     
marketing)i|yd WmldÍ ùu jvd;a fhda.Hjkqfhath ,lS
,xld us,ala fm%dfiiska iuad.fuS uQ,sl jHdmdßl yrh flfrys
yßhgu .e,fmk neúks
15. ,lS ,xld us,ala fm%dfiiska iud.fuS Ok is;aiudc jevigyfka     
ixúOdkd;aul ld,h È.=h
16. ,lS ,xld us,ala fm%dfiiska iud.fuS Ok is;aiudc fufyhqu     
È.= ld,Sk fufyhqula yeáhg ie,fla
17. Ok is;a iudch fufyjrys§ iïm;a jSYd, m%udKhla ^Wod (     
ld,h" uqo,a" m%jSK;dj&,lS ,xld us,ala fm%dfiiska iud.u
wdfhdackh lrhs'
18. Okis;a iudch fufyhqu ;=, ,lS ,xld us,ala fm%dfiiska     
iud.u wdfhdackh lrkq ,nk iïm;a m%udKh ^Wod( ld,h"
uqo,a" m%jSK;dj& jvd;a by, uÜgul fõ

J
19. iud.u fuys,d fln÷ wdldrfha wf,ú WmdhYS,S;ajhg     
iïnkaê; fya;= (cause related marketing),nd §u
iïnkaOfhka WmldÍúh hq;=oehs ,lS iud.fï fcaHIaG
l<uKdldÍ;ajh W;aiqlj isà'
20. iud.u l=uk wf,ú WmdhYS,S;ajhg iïnkaê; fya; (cause     
related marketing)fjkqfjka WmldÍùu .ek ,lSfcaHIaG
l<uKdldÍ;aj uKav,h W;aiqljk nj fmfka
21. iud.u l=uk wf,ú WmdhYS,S;ajhg iïnkaê; fya; (cause     
related marketing) u; WmldÍùu ms<sn|j ,lS fcaHIaG
l<uKdldÍ;ajh lreKq fndfyduhla woyialrkn jfmfka'
3 .jkfldgi
22' Tnf.a jhi lSho
18-27
28-37
38-47
48-57
by, 58
23' ia;%S mqreI Ndjh
mqreI
ia;%S

K
24' udisl wdodhu o< jYfhka
5000-10000
10000-15000
15000-20000
20000-25000
25000 isg by,g
25' wd.u
fn!oaO
lf;da,sl
ls%ia;shdKs
uqia,sï
yskaÿ
26'jsjdyl wjsjdynj
jsjdyl
wjSjdyl
27.wOHdmk iq¥iqlu
m%:usl
oajs;Sl
;D;Sl
ia;+;shs' 

L

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The Impact of Cause Related Marketing on Brand Loyalty

An independent research report Submitted to the University of Ruhuna In partial

Faculty of Management and Finance

published or written by another person on myself where due reference is made

literature survey in the text.

Student number: MF⁄2009⁄2504

brand loyalty” has been prepared by K.D.NiroshaDamaynthi (mf⁄2009⁄2504) under

Dr. Tusitha Gunawardana

Faculty of Management& Finance

Approved by the head of marketing department

Faculty of Management and Finance

I wish to express my sincere gratitude to Professor Mr. Silva, Dean Faculty of

Management and Fiancé and Dr.RoshanLaksiri Head of Marketing Department of

University of Ruhuna for providing me an opportunity to do my Research work on

“impact of cause related marketing on brand loyalty”.

My sincere thanks to my project Supervisor Dr.Thusia Guanawardana lecture of

Department of Marketing in University of Ruhuna for guidance and encouragement

their support on my professional and Personnel development.

the period of my project work.

companies.The propose of this study is to provide the deeper understanding about

congruency, duration, resource investments and management involvement will be

of four dimensions Congruency is only proved dimension significantly impact to

increased consumer‟s brand loyalty. While other dimensions such as duration,

resource investments and management involvement also had shown positive

significantly impact to increase for brand loyalty regarding to the products.

investment, management involvement

First Chapter ........................................................................................................... 1

1.2 Research questions ........................................................................................... 4

1.3 Significance of the study .................................................................................. 7

1.3.1.Contribute for the Managers ............................................................................... 7

Chapter two ............................................................................................................ 9

2.1. Literature review ............................................................................................. 9

2.1.1 Dependent variables; Brand loyalty ....................................................................... 9

2.2.1 Conceptual framework ........................................................................................ 27

3.2.Research Context ........................................................................................... 39

3.3 Population and Sample .......................................................................................... 40

3.4.1. Question design ................................................................................................. 40

3.5 Measurements ................................................................................................ 42

3.5.4 Brand loyalty. ..................................................................................................... 42

3.7 Data analysis method...................................................................................... 47

Chapter Four ......................................................................................................... 49

4.2. Response rate ................................................................................................ 57

4.3 Confirmatory Factor analysis.......................................................................... 58

4.4 Structural model ............................................................................................. 69

4.5 Hypothesis Testing ......................................................................................... 71

4.5.1.Congruency of a CRM campaign and brand loyalty ........................................... 72

Chapter Five ......................................................................................................... 75

5.2 Contribution of the study ................................................................................ 79

5.2.1 Academic ............................................................................................................ 79

List of Reference .................................................................................................... 82

Appendix: English questionnaires ......................................................................... C

Appendix: Sinhala questionnaires......................................................................... H

Table 2.1. Brand loyalty research with multi-domain approach……………………….11

Table 2.2 The overall Benefits of cause marketing……………………………………....22

Table 2.3. Literature review…………………………………………………………………34

Table 3.1 measurements of the brand loyalty……………………………………...........43

Table 3.2 measurment of Contingency…………………………………………………….44

Table 3.3 measurements of duration……………………………………………………….45

Table 3.4 measurements of Resource investment ………………………………………..46

Table 4.1 Age response………………………………………………………………………49

Table 4.2 Gender response ………………………………………………………………...51

Table 4.3 Income response………………………………………………………………..52

Table 4.4 Religion response ……………………………………………………………….53

Table 4.5.Civil status response…………………………………………………………….54