Extending the knowledge on cause-related marketing (CrM) campaign with focus on skepticism

Purpose This study aims to gain insight on evaluation of cause-related marketing (CrM) campaigns by the millennial with focus on skepticism, brand identity and patronage intention. Design/methodology/approach To attain the above objective a conceptual model was developed and tested using structural equation modeling and confirmatory factor analysis. Findings The finding suggests that sub-segments exist among millennial segments. They can be classified into hedonic, utilitarian, individualistic and collectivists. Compared to utilitarian and individualistic customers hedonic and collectivists were found to evaluate CrM campaign more favorably. Utilitarian and individualistic depict skepticism toward CrM campaign. Practical implications The in-depth knowledge gained about millennials is expected to benefit academicians and marketers alike. Academicians will be enriched by the knowledge of the micro-segments that exists among the millennial and how that had differential impact on their skepticism while evaluating CrM campaign. The marketers involved in the designing and implementation of the CrM campaign will be benefited from the in-depth knowledge of segments with lower and higher levels of skepticism. Such knowledge gained will help them develop more effective CrM campaign. Originality/value One of the contributions of the present study is that it extends the existing knowledge about millennials, particularly in the context of CrM campaign evaluation integrating it with other important variables such as skepticism, brand identity and patronage intention.