Case $2(25$ Marks$)$

A tech brand wants to employ cause$-$related marketing to improve brand attitude. The brand

wants to support the cause $$tech literacy for children$$ and has partnered with an NGO for its

implementation. The marketing team, in association with an advertisement agency, has

created a draft video set to go on air in a few weeks. But before launching the ad$,$ the team

wishes to test if it would result in favorable brand attitudes among the audience. They want to

understand if it is the brand$-$related variables or the cause$-$related variables that are important

in influencing attitudes. Hence the following questionnaire was created, and data was collected on a $5$ point likert scale from $100$ respondents.

S$.$No$.$ Code Constructs$/$Items

$1.$ BF Brand Familiarity

BF$1$ I am familiar with brand products.

BF$2$ I recognize the brand products.

BF$3$ I had heard of the brand products before

$2.$ BI Brand Importance

BI$1$ I think brand products are important to me$.$

BI$2$ The brand products mean a lot to me$.$ BI$3$ The brand products are very significant.

$3.$ BA Brand Awareness BA$1$ I am aware of brand products

BA$2$ I can recognize brand products

BA$3$ Some characteristics of brand products come to me $4.$ CI Cause Importance CI$1$ I think the cause is important to me$.$

CI$2$ The cause means a lot to me$.$

CI$3$ The cause is very significant.

$5.$ CF Cause Familiarity

CF$1$ I am familiar with the cause

CF$2$ I recognize the cause

CF$3$ I had heard of the cause

$6.$ CBF Cause Brand Fit

CBF$1$ The brand and the cause supported are consistent with each other

CBF$2$ The brand and the cause together are a typical match

CBF$3$ The brand and the cause represent each other well.

CBF$4$ The brand and the cause complement each other

CBF$5$ The brand and the cause fit together well

$7.$ ATA Attitude Towards Advertisements

ATA$1$ I liked the advertisement.

ATA$2$ I enjoyed the advertisement.

ATA$3$ I found the advertisement to be good.

ATA$4$ I think this advertisement is truthful.

S$.$No$.$ Code Constructs$/$Items

ATA$5$ I found the advertisement credible

$8.$ ATB Attitude Towards Brand

ATB$1$ To me$,$ brand working with cause for the underprivileged is

appealing

ATB$2$ To me$,$ brand working with cause for the underprivileged is good

ATB$3$ To me$,$ brand working with cause for the underprivileged is

pleasant

ATB$4$ I think products of the brand is very useful

ATB$5$ My opinion of the brand is very favorable

The following model has to be tested.

Answer the following questions based on the data for Case $2.$

$2$a$)$ Assess the measurement model $($Reliability$,$ Validity$)$

$2$b$)$ Assess the structural model $($Relationship Analysis$)$

$2$c$)$ What will be your recommendations for a brand that wishes to use Cause Related

Marketing as a strategy to improve brand attitudes?