Cause-related marketing is a specific application of a marketing practitioner
that uses a common business and charitable concept. Mothers are open to
purchasing certain brands when they are connected to a cause. Most mothers find
cause marketing acceptable and are likely to switch brands based on a cause.
This study was carried out to determine what Cause-Related Marketing
Campaigns are and how they affect mothers' Milk Brand Reputation in Bacoor City,
Cavite. Moreover, the researchers required a sample of 300 mothers from Bacoor
City, Cavite. It attempted to describe the socio-demographic characteristics of
mothers, as well as to determine their awareness of cause-related marketing
campaigns. To meet the objectives of the study, this employed an explanatory
sequential design research design within a mixed method research framework
Therefore, researchers used qualitative data to help explain quantitative results that
require further investigation, while also using quantitative results to purposefully
select the best participants for qualitative studies.
Results showed that most of the respondents were between the ages of 20
and 24 (61%), employed (77.3%), and with 30,001 to 40,000 (64%) household
income. Cause-related marketing campaigns aimed to raise awareness that was
efficient, as the mothers were fully aware of purchase plus, special incentives, and
buy one give one with a general weighted mean of 3.61. Mothers strongly agreed
that cause-related marketing campaigns were fully effective in increasing brand trust,
brand loyalty, and brand switch with a general weighted mean of 3.58. The focused
group discussion included 13 mothers as participants, and provided the research with
a more in-depth understanding of Cause-Related Marketing Campaigns as
participants acknowledged the effects of cause-related marketing campaigns efforts
as empowering consumers to become truly "good citizens" and thoughtful companies
that actually helped to improve issues in the world.
Furthermore, holding cause-related marketing campaigns on a more regular
basis would aid in the establishment of strong ties with consumers, potentially
leading to the creation of brand trust, brand reputation, and brand loyalty. 

xviii, 126p.; cm. 

Includes references and appendices.

EREZO, KIMBERLY E., MAGNO, LUISA JANNA D., MILLENA, MARY ROSE D.,
and MONTON, MARY KRIS D. Cause-Related Marketing Campaign: Awareness
of Mothers and its Effect on Milk Brand Reputation in Bacoor, Cavite.
Undergraduate Thesis. Bachelor of Science in Business Management Major in
Marketing Management. Cavite State University – Bacoor City Campus, City of
Bacoor, Cavite. January 2023. Adviser: Mr. Virgilio A. Castillo, Jr.