IMPACT OF CAUSE PROXIMITY AND CAUSE-BRAND CONGRUENCE ON PURCHASE INTENTION: THE MEDIATING ROLE OF BRAND ATTITUDE AND MODERATING EFFECT OF PERSONAL VALUES IN PAKISTAN’S TELECOM INDUSTRY

Abstract

Cause-related marketing (CRM) has developed as a noteworthy domain of corporate social responsibility strategy, allowing firms to align business objectives with various social causes while shaping consumer behaviors and attitudes. The purpose of this study was to examine the role of CRM on consumer purchase intention within the telecom sector of Pakistan, considering the key determinants including cause proximity and cause congruence. Further, it investigates the mediating role of attitude towards brand and the moderating effect of personal values on a consumer’s purchase intention. Deploying a quantitative research approach, and using a structured questionnaire, data was collected from 600 literate, university students and working professionals (18 years and above), residing in the urban areas of Pakistan, such as Islamabad and Rawalpindi. Structural Equation Modeling (SEM) has been used for data analysis to assess relationships between variables, with Confirmatory Factor Analysis (CFA) ensuring measurement reliability of constructs. Findings reveal that cause proximity and cause congruence significantly impact consumer attitudes towards brands actively involved in CRM initiatives. Additionally, personal values strengthen or weaken the relationship between attitude towards brand and consumer purchase intention, indicting that consumers who possess stronger altruistic values are more likely to respond favorably to CRM efforts of the brands than the ones who are self-enhancement driven. This research contributes to the existing literature by incorporating personal values into cause-related market effectiveness models, especially in emerging economies like Pakistan, where socio-cultural and religious elements often influence consumer perceptions. The study provides practical implications for telecom service providers, focusing on the need for deliberate alignment between brand’s core values and social cause to boost consumer engagement, trust, and  loyalty.