Daniel Inbaraj - Academia.edu (original) (raw)
Papers by Daniel Inbaraj
Journal of Global Scholars of Marketing Science, 2021
ABSTRACT The purpose of the paper is to examine the role of audience movie-viewing motives in inf... more ABSTRACT The purpose of the paper is to examine the role of audience movie-viewing motives in influencing brand placement value and thereby attitude towards brand placement. For this study, 450 respondents were chosen as the sample size. The model was developed and tested using PLS-SEM where audience attitude towards brand placement was studied using audience movie-viewing motives and the antecedents of brand placement value. The study reveals that movie-viewing audiences with social escapism motivation develop a favourable attitude towards brand placement because of the perceived informativeness and credibility of brand placement and information motivation of audiences results in a favourable attitude towards brand placement because of perceived informativeness, entertainment and credibility of brand placement. Also, viewers who watch movie frequently are driven by social escapism motivation and less frequent group by information motivation. Future research avenues and implications for managers are further discussed.
Journal of Media Business Studies, 2018
Media Watch, 2017
This study examines the significance and the favorability of brand placements in Indian film indu... more This study examines the significance and the favorability of brand placements in Indian film industry (Bollywood) movies that would generate revenues and reduce the risk of production costs for the decision makers (film production houses). A theoretical model built on Cue utilization theory is used to assess the number of brand placements in movies with respect to intrinsic and extrinsic cues. The model is empirically tested on a sample of top 100 Bollywood movies that were boxoffice successes during two decades (1995-2015). The findings suggest that genre of a movie (intrinsic cue) and star power (extrinsic cue) serve as important indicators in placing brands in Bollywood movies. In particular, specific genre-comedy, drama and romance-attract more number of brand placements, as does the starring role of superstars in movies.
International Review on Public and Nonprofit Marketing, 2018
Floral scent is one of the crucial cues to attract specific groups of insect pollinators in angio... more Floral scent is one of the crucial cues to attract specific groups of insect pollinators in angiosperms. We examined the semiochemical diversity in the interactions between "fruit fly orchids" and their pollinator fruit fly species in two genera, Bactrocera and Zeugodacus (Tephritidae: Diptera). Two known attractants for the Dacini fruit flies, methyl eugenol (ME) and raspberry ketone (RK), have been identified from the Bulbophyllum orchids. Additionally, zingerone (ZN), with a hybrid chemical structure between ME and RK, and attracts both ME-and RK-sensitive fly species, was also identified. Male flies utilize the floral scent as sex pheromone precursor or components to attract conspecific females and gain mating advantage. We analyzed the floral components of two sibling orchids, Bulbophyllum macranthum collected from Southeast-Asian countries and Bu. praetervisum collected from Sabah, Malaysia. For Bu. macranthum, the major floral component from Malaysia and Thailand was identified as ZN; whereas that from the Philippines was ME. For Bu. praetervisum, RK was found as the major constituent, but chemical profiles of the attractants were different among individuals, i.e. in addition to RK, ZN was also found in some of the Bu. praetervisum flowers; and one of the specimens contained ME besides RK and ZN. These differences in fruit fly-attracting floral scents shown by the sympatric chemotypes of Bu. praetervisum are contrary to that shown by the allopatric chemotypes of Bu. macranthum, demonstrating the versatility in the floral synomone biosynthetic processes. Phylogenetic analysis using chloroplast DNA shows that the Malaysia-and Thailand-chemotypes of Bu. macranthum and Bu. praetervisum belong to the same lineage, although their chemical profiles are distinctly different. This demonstrates that diversification of floral synomone may happen even within a putative orchid species in order to attract a wider community of fruit fly pollinators from different genera to maximize pollination success.
Journal of Retailing and Consumer Services, 2018
The purpose of this paper is to explore the influence of audience characteristics (who engage wit... more The purpose of this paper is to explore the influence of audience characteristics (who engage with the media content and characters) on brand placement memory. A theoretical framework was empirically tested to examine the influence of predictor variables that includes cognitive and affective reactions, star liking and identification with character on brand recall, from 420 responses gathered from a stimuli-based questionnaire administered to 18-34 age group audiences. To validate the hypotheses, PLS analysis (a variance-based structural equation modelling technique) was conducted using Smart-PLS. The results demonstrate that pleasure, arousal, cognitive effort and star liking do not have a direct influence on brand recall. However, it has indirect influence on brand recall through identification with a character that plays a significant role in memory of brand placement. Audiences who are highly involved in entertainment content and with characters hold the ability to recall brands placed in entertainment content. This engagement with the content and character ultimately results in brand recall and thereby marketers, production houses and brand placement agencies may target the Indian audiences' memory of brands movies through media characters.
International Journal of Business and Management, 2016
Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and pract... more Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and practitioners in disciplines of marketing. The increasing number of publications by various authors in this area reflects its importance. In this work, we review research papers on CrM that have been published in peer-reviewed journals in the past two decades to provide insights to researchers and practitioners into the various factors that influence the success of CrM. This study summarizes and critiques empirical findings found in cause-related marketing literature from 1988-2016 (August). Three hundred and two papers published in reputed journals during this period are reviewed. The review also identifies knowledge gaps in the area of CrM.
International Review on Public and Nonprofit Marketing, 2017
Cause-related Marketing (CrM) has emerged as a rewarding strategy in developing nations for both ... more Cause-related Marketing (CrM) has emerged as a rewarding strategy in developing nations for both brand and nonprofit organizations by changing the nature of corporate engagement in social causes. Celebrity endorsements have become popular in CrM in recent years, as they have always been with brand marketing in the past. In this study, we have developed a conceptual model to analyze the influence of celebrity credibility on the antecedents of cause-related marketing. A survey of literature showed that four antecedents - ‘celebrity-cause fit’, ‘celebrity brand fit’, ‘cause-brand fit’ and ‘brand credibility’ are important and were used in the study. Data were collected from 406 college students through a questionnaire-based survey. The results showed that celebrity credibility significantly influences all the antecedents of cause-related marketing and in turn influences outcome variables such as ‘attitude towards cause-related marketing’ and ‘purchase intention’. Celebrity-cause fit and cause-brand fit did not have significant influence on attitude towards cause-related marketing. Future research avenues and implications are discussed.
The purpose of the paper is to examine the role of audience movieviewing motives in influencing b... more The purpose of the paper is to examine the role of audience movieviewing motives in influencing brand placement value and thereby attitude towards brand placement. For this study, 450 respondents were chosen as the sample size. The model was developed and tested using PLS-SEM where audience attitude towards brand placement was studied using audience movie-viewing motives and the antecedents of brand placement value. The study reveals that movie-viewing audiences with social escapism motivation develop a favourable attitude towards brand placement because of the perceived informativeness and credibility of brand placement and information motivation of audiences results in a favourable attitude towards brand placement because of perceived informativeness, entertainment and credibility of brand placement. Also, viewers who watch movie frequently are driven by social escapism motivation and less frequent group by information motivation. Future research avenues and implications for managers are further discussed.
The purpose of this paper is to explore the influence of audience characteristics (who engage wit... more The purpose of this paper is to explore the influence of audience characteristics (who engage with the media content and characters) on brand placement memory. A theoretical framework was empirically tested to examine the influence of predictor variables that includes cognitive and affective reactions, star liking and identification with character on brand recall, from 420 responses gathered from a stimuli-based questionnaire administered to 18-34 age group audiences. To validate the hypotheses, PLS analysis (a variance-based structural equation modelling technique) was conducted using Smart-PLS. The results demonstrate that pleasure, arousal, cognitive effort and star liking do not have a direct influence on brand recall. However, it has indirect influence on brand recall through identification with a character that plays a significant role in memory of brand placement. Audiences who are highly involved in entertainment content and with characters hold the ability to recall brands placed in entertainment content. This engagement with the content and character ultimately results in brand recall and thereby marketers, production houses and brand placement agencies may target the Indian audiences' memory of brands movies through media characters.
Cause-related Marketing (CrM) has become a necessity for organizations as a strategy not only to ... more Cause-related Marketing (CrM) has become a necessity for organizations as a strategy not only to improve sales but also to give back to the society. Past studies have proven that CrM advertisements play an important role in driving the intentions of the consumers. This study analyses different CrM advertisements that are based on different social themes to analyze significant differences in variables like consumer attitude towards the cause, attitude towards the brand, cause brand fit and the purchase intention between different advertisements. Data was collected from 544 Indian consumers through an online survey. ANOVA analysis was used to test differences between mean responses, and PLS-SEM was used to test the relationships. Attitude towards CrM advertisement was found to exert significant influence on the purchase intention of consumers. Results indicate significant differences in the attitudes and intentions among people, which show that companies must be careful in choosing appropriate CrM advertisements to generate maximum revenue.
Brand placement is a growing phenomenon and contributes to the overall marketing communication pl... more Brand placement is a growing phenomenon and contributes to the overall marketing communication plan. Despite its growth in the developed market, it is still in the nascent phase in emerging markets like India. This study performed content analysis to identify the prevalence of brand placements in the top box-offices hit Bollywood movies for 20 years in five-year increments. By doing so, the study aims to observe changes in the nature and characteristics of the practice in Asian market and be beneficial for the marketing scholars, advertisers, and practitioners. Results of the content analysis indicate that on an average, ten brands have appeared per film, with the association of the brand with the main characters as the most frequently used style. The study also found a recent trend among Bollywood movies to disclose/ acknowledge the use of brand placement in its credit rolls. Also, top production houses have been found to be keen on placing brands in movies as it provides fiscal and marketing benefits for the brands placed, and the production houses and the practice is encouraged by the advertisers and the production houses that results in mutual benefits.
Cause-related Marketing (CrM) has emerged as a rewarding strategy in developing nations for both ... more Cause-related Marketing (CrM) has emerged as a rewarding strategy in developing nations for both brand and nonprofit organizations by changing the nature of corporate engagement in social causes. Celebrity endorsements have become popular in CrM in recent years, as they have always been with brand marketing in the past. In this study, we have developed a conceptual model to analyze the influence of celebrity credibility on the antecedents of cause-related marketing. A survey of literature showed that four antecedents -'celebrity-cause fit', 'celebrity brand fit', 'cause-brand fit' and 'brand credibility' are important and were used in the study. Data were collected from 406 college students through a questionnaire-based survey. The results showed that celebrity credibility significantly influences all the antecedents of cause-related marketing and in turn influences outcome variables such as 'attitude towards cause-related marketing' and 'purchase intention'. Celebrity-cause fit and cause-brand fit did not have significant influence on attitude towards cause-related marketing. Future research avenues and implications are discussed.
Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and pract... more Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and practitioners in disciplines of marketing. The increasing number of publications by various authors in this area reflects its importance. In this work, we review research papers on CrM that have been published in peer-reviewed journals in the past two decades to provide insights to researchers and practitioners into the various factors that influence the success of CrM. This study summarizes and critiques empirical findings found in cause-related marketing literature from 1988-2016 (August). Three hundred and two papers published in reputed journals during this period are reviewed. The review also identifies knowledge gaps in the area of CrM.
Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and pract... more Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and practitioners in disciplines of marketing. The increasing number of publications by various authors in this area reflects its importance. In this work, we review research papers on CrM that have been published in peer-reviewed journals in the past two decades to provide insights to researchers and practitioners into the various factors that influence the success of CrM. This study summarizes and critiques empirical findings found in cause-related marketing literature from 1988-2016 (August). Three hundred and two papers published in reputed journals during this period are reviewed. The review also identifies knowledge gaps in the area of CrM.
Cause-related Marketing (CrM) has emerged as a rewarding strategy in developing nations for both ... more Cause-related Marketing (CrM) has emerged as a rewarding strategy
in developing nations for both brand and nonprofit organizations by changing the nature of corporate engagement in social causes. Celebrity endorsements have become popular in CrM in recent years, as they have always been with brand marketing in the past. In this study, we have developed a conceptual model to analyze the influence of celebrity credibility on the antecedents of cause-related marketing. A survey of literature showed that four antecedents - ‘celebrity-cause fit’, ‘celebrity brand fit’, ‘cause-brand fit’ and ‘brand credibility’ are important and were used in the study. Data were collected from 406 college students through a questionnaire-based survey. The results showed that celebrity credibility significantly influences all the antecedents of cause-related marketing and in turn influences outcome variables such as ‘attitude towards cause-related marketing’ and ‘purchase intention’. Celebrity-cause fit and cause-brand fit did not have significant influence on attitude towards cause-related marketing. Future research avenues and implications are discussed.
Conference Presentations by Daniel Inbaraj
Journal of Global Scholars of Marketing Science, 2021
ABSTRACT The purpose of the paper is to examine the role of audience movie-viewing motives in inf... more ABSTRACT The purpose of the paper is to examine the role of audience movie-viewing motives in influencing brand placement value and thereby attitude towards brand placement. For this study, 450 respondents were chosen as the sample size. The model was developed and tested using PLS-SEM where audience attitude towards brand placement was studied using audience movie-viewing motives and the antecedents of brand placement value. The study reveals that movie-viewing audiences with social escapism motivation develop a favourable attitude towards brand placement because of the perceived informativeness and credibility of brand placement and information motivation of audiences results in a favourable attitude towards brand placement because of perceived informativeness, entertainment and credibility of brand placement. Also, viewers who watch movie frequently are driven by social escapism motivation and less frequent group by information motivation. Future research avenues and implications for managers are further discussed.
Journal of Media Business Studies, 2018
Media Watch, 2017
This study examines the significance and the favorability of brand placements in Indian film indu... more This study examines the significance and the favorability of brand placements in Indian film industry (Bollywood) movies that would generate revenues and reduce the risk of production costs for the decision makers (film production houses). A theoretical model built on Cue utilization theory is used to assess the number of brand placements in movies with respect to intrinsic and extrinsic cues. The model is empirically tested on a sample of top 100 Bollywood movies that were boxoffice successes during two decades (1995-2015). The findings suggest that genre of a movie (intrinsic cue) and star power (extrinsic cue) serve as important indicators in placing brands in Bollywood movies. In particular, specific genre-comedy, drama and romance-attract more number of brand placements, as does the starring role of superstars in movies.
International Review on Public and Nonprofit Marketing, 2018
Floral scent is one of the crucial cues to attract specific groups of insect pollinators in angio... more Floral scent is one of the crucial cues to attract specific groups of insect pollinators in angiosperms. We examined the semiochemical diversity in the interactions between "fruit fly orchids" and their pollinator fruit fly species in two genera, Bactrocera and Zeugodacus (Tephritidae: Diptera). Two known attractants for the Dacini fruit flies, methyl eugenol (ME) and raspberry ketone (RK), have been identified from the Bulbophyllum orchids. Additionally, zingerone (ZN), with a hybrid chemical structure between ME and RK, and attracts both ME-and RK-sensitive fly species, was also identified. Male flies utilize the floral scent as sex pheromone precursor or components to attract conspecific females and gain mating advantage. We analyzed the floral components of two sibling orchids, Bulbophyllum macranthum collected from Southeast-Asian countries and Bu. praetervisum collected from Sabah, Malaysia. For Bu. macranthum, the major floral component from Malaysia and Thailand was identified as ZN; whereas that from the Philippines was ME. For Bu. praetervisum, RK was found as the major constituent, but chemical profiles of the attractants were different among individuals, i.e. in addition to RK, ZN was also found in some of the Bu. praetervisum flowers; and one of the specimens contained ME besides RK and ZN. These differences in fruit fly-attracting floral scents shown by the sympatric chemotypes of Bu. praetervisum are contrary to that shown by the allopatric chemotypes of Bu. macranthum, demonstrating the versatility in the floral synomone biosynthetic processes. Phylogenetic analysis using chloroplast DNA shows that the Malaysia-and Thailand-chemotypes of Bu. macranthum and Bu. praetervisum belong to the same lineage, although their chemical profiles are distinctly different. This demonstrates that diversification of floral synomone may happen even within a putative orchid species in order to attract a wider community of fruit fly pollinators from different genera to maximize pollination success.
Journal of Retailing and Consumer Services, 2018
The purpose of this paper is to explore the influence of audience characteristics (who engage wit... more The purpose of this paper is to explore the influence of audience characteristics (who engage with the media content and characters) on brand placement memory. A theoretical framework was empirically tested to examine the influence of predictor variables that includes cognitive and affective reactions, star liking and identification with character on brand recall, from 420 responses gathered from a stimuli-based questionnaire administered to 18-34 age group audiences. To validate the hypotheses, PLS analysis (a variance-based structural equation modelling technique) was conducted using Smart-PLS. The results demonstrate that pleasure, arousal, cognitive effort and star liking do not have a direct influence on brand recall. However, it has indirect influence on brand recall through identification with a character that plays a significant role in memory of brand placement. Audiences who are highly involved in entertainment content and with characters hold the ability to recall brands placed in entertainment content. This engagement with the content and character ultimately results in brand recall and thereby marketers, production houses and brand placement agencies may target the Indian audiences' memory of brands movies through media characters.
International Journal of Business and Management, 2016
Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and pract... more Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and practitioners in disciplines of marketing. The increasing number of publications by various authors in this area reflects its importance. In this work, we review research papers on CrM that have been published in peer-reviewed journals in the past two decades to provide insights to researchers and practitioners into the various factors that influence the success of CrM. This study summarizes and critiques empirical findings found in cause-related marketing literature from 1988-2016 (August). Three hundred and two papers published in reputed journals during this period are reviewed. The review also identifies knowledge gaps in the area of CrM.
International Review on Public and Nonprofit Marketing, 2017
Cause-related Marketing (CrM) has emerged as a rewarding strategy in developing nations for both ... more Cause-related Marketing (CrM) has emerged as a rewarding strategy in developing nations for both brand and nonprofit organizations by changing the nature of corporate engagement in social causes. Celebrity endorsements have become popular in CrM in recent years, as they have always been with brand marketing in the past. In this study, we have developed a conceptual model to analyze the influence of celebrity credibility on the antecedents of cause-related marketing. A survey of literature showed that four antecedents - ‘celebrity-cause fit’, ‘celebrity brand fit’, ‘cause-brand fit’ and ‘brand credibility’ are important and were used in the study. Data were collected from 406 college students through a questionnaire-based survey. The results showed that celebrity credibility significantly influences all the antecedents of cause-related marketing and in turn influences outcome variables such as ‘attitude towards cause-related marketing’ and ‘purchase intention’. Celebrity-cause fit and cause-brand fit did not have significant influence on attitude towards cause-related marketing. Future research avenues and implications are discussed.
The purpose of the paper is to examine the role of audience movieviewing motives in influencing b... more The purpose of the paper is to examine the role of audience movieviewing motives in influencing brand placement value and thereby attitude towards brand placement. For this study, 450 respondents were chosen as the sample size. The model was developed and tested using PLS-SEM where audience attitude towards brand placement was studied using audience movie-viewing motives and the antecedents of brand placement value. The study reveals that movie-viewing audiences with social escapism motivation develop a favourable attitude towards brand placement because of the perceived informativeness and credibility of brand placement and information motivation of audiences results in a favourable attitude towards brand placement because of perceived informativeness, entertainment and credibility of brand placement. Also, viewers who watch movie frequently are driven by social escapism motivation and less frequent group by information motivation. Future research avenues and implications for managers are further discussed.
The purpose of this paper is to explore the influence of audience characteristics (who engage wit... more The purpose of this paper is to explore the influence of audience characteristics (who engage with the media content and characters) on brand placement memory. A theoretical framework was empirically tested to examine the influence of predictor variables that includes cognitive and affective reactions, star liking and identification with character on brand recall, from 420 responses gathered from a stimuli-based questionnaire administered to 18-34 age group audiences. To validate the hypotheses, PLS analysis (a variance-based structural equation modelling technique) was conducted using Smart-PLS. The results demonstrate that pleasure, arousal, cognitive effort and star liking do not have a direct influence on brand recall. However, it has indirect influence on brand recall through identification with a character that plays a significant role in memory of brand placement. Audiences who are highly involved in entertainment content and with characters hold the ability to recall brands placed in entertainment content. This engagement with the content and character ultimately results in brand recall and thereby marketers, production houses and brand placement agencies may target the Indian audiences' memory of brands movies through media characters.
Cause-related Marketing (CrM) has become a necessity for organizations as a strategy not only to ... more Cause-related Marketing (CrM) has become a necessity for organizations as a strategy not only to improve sales but also to give back to the society. Past studies have proven that CrM advertisements play an important role in driving the intentions of the consumers. This study analyses different CrM advertisements that are based on different social themes to analyze significant differences in variables like consumer attitude towards the cause, attitude towards the brand, cause brand fit and the purchase intention between different advertisements. Data was collected from 544 Indian consumers through an online survey. ANOVA analysis was used to test differences between mean responses, and PLS-SEM was used to test the relationships. Attitude towards CrM advertisement was found to exert significant influence on the purchase intention of consumers. Results indicate significant differences in the attitudes and intentions among people, which show that companies must be careful in choosing appropriate CrM advertisements to generate maximum revenue.
Brand placement is a growing phenomenon and contributes to the overall marketing communication pl... more Brand placement is a growing phenomenon and contributes to the overall marketing communication plan. Despite its growth in the developed market, it is still in the nascent phase in emerging markets like India. This study performed content analysis to identify the prevalence of brand placements in the top box-offices hit Bollywood movies for 20 years in five-year increments. By doing so, the study aims to observe changes in the nature and characteristics of the practice in Asian market and be beneficial for the marketing scholars, advertisers, and practitioners. Results of the content analysis indicate that on an average, ten brands have appeared per film, with the association of the brand with the main characters as the most frequently used style. The study also found a recent trend among Bollywood movies to disclose/ acknowledge the use of brand placement in its credit rolls. Also, top production houses have been found to be keen on placing brands in movies as it provides fiscal and marketing benefits for the brands placed, and the production houses and the practice is encouraged by the advertisers and the production houses that results in mutual benefits.
Cause-related Marketing (CrM) has emerged as a rewarding strategy in developing nations for both ... more Cause-related Marketing (CrM) has emerged as a rewarding strategy in developing nations for both brand and nonprofit organizations by changing the nature of corporate engagement in social causes. Celebrity endorsements have become popular in CrM in recent years, as they have always been with brand marketing in the past. In this study, we have developed a conceptual model to analyze the influence of celebrity credibility on the antecedents of cause-related marketing. A survey of literature showed that four antecedents -'celebrity-cause fit', 'celebrity brand fit', 'cause-brand fit' and 'brand credibility' are important and were used in the study. Data were collected from 406 college students through a questionnaire-based survey. The results showed that celebrity credibility significantly influences all the antecedents of cause-related marketing and in turn influences outcome variables such as 'attitude towards cause-related marketing' and 'purchase intention'. Celebrity-cause fit and cause-brand fit did not have significant influence on attitude towards cause-related marketing. Future research avenues and implications are discussed.
Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and pract... more Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and practitioners in disciplines of marketing. The increasing number of publications by various authors in this area reflects its importance. In this work, we review research papers on CrM that have been published in peer-reviewed journals in the past two decades to provide insights to researchers and practitioners into the various factors that influence the success of CrM. This study summarizes and critiques empirical findings found in cause-related marketing literature from 1988-2016 (August). Three hundred and two papers published in reputed journals during this period are reviewed. The review also identifies knowledge gaps in the area of CrM.
Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and pract... more Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and practitioners in disciplines of marketing. The increasing number of publications by various authors in this area reflects its importance. In this work, we review research papers on CrM that have been published in peer-reviewed journals in the past two decades to provide insights to researchers and practitioners into the various factors that influence the success of CrM. This study summarizes and critiques empirical findings found in cause-related marketing literature from 1988-2016 (August). Three hundred and two papers published in reputed journals during this period are reviewed. The review also identifies knowledge gaps in the area of CrM.
Cause-related Marketing (CrM) has emerged as a rewarding strategy in developing nations for both ... more Cause-related Marketing (CrM) has emerged as a rewarding strategy
in developing nations for both brand and nonprofit organizations by changing the nature of corporate engagement in social causes. Celebrity endorsements have become popular in CrM in recent years, as they have always been with brand marketing in the past. In this study, we have developed a conceptual model to analyze the influence of celebrity credibility on the antecedents of cause-related marketing. A survey of literature showed that four antecedents - ‘celebrity-cause fit’, ‘celebrity brand fit’, ‘cause-brand fit’ and ‘brand credibility’ are important and were used in the study. Data were collected from 406 college students through a questionnaire-based survey. The results showed that celebrity credibility significantly influences all the antecedents of cause-related marketing and in turn influences outcome variables such as ‘attitude towards cause-related marketing’ and ‘purchase intention’. Celebrity-cause fit and cause-brand fit did not have significant influence on attitude towards cause-related marketing. Future research avenues and implications are discussed.