Author(s): UÄur UÄUR
Among the social responsibility initiatives, Cause Related Marketing (CRM) initiatives are the ones that draw the most attention and find the most application area today. In the study, the relationship between consumer perception of brand value and skepticism about CRM initiatives was examined. Data were collected by using a questionnaire in the research that used a fuel company's CRM campaign as a stimulant. Correlation and regression analyzes were used to examine the relationship between perceived brand value and consumer skepticism variables. As a result, it determined that the negative relationship between perceived brand value and consumer skepticism. It has been determined that as the perception of brand value about the business rises, the consumer skepticism decreases. The results of the research reveal that consumers with higher brand value perception have more confidence in the brand and less skepticism.
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