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Cause‐related marketing is being increasingly used for forging strong relation between the brand and the customer. It is primarily being used by the well‐established brands to further strengthen their position in the market as it leads to a positive image of the brand, and customers are more receptive towards such brands because they tend to provide them with tangible as well as intangible benefits. This study tends to identify the effectiveness of cause‐related marketing as a marketing tool for newly launched products in developing market of India, which has so far remained a less explored area. A sample of 150 consumers was taken, and case studies were undertaken for validating these findings. The findings suggest that cause‐related marketing campaigns, even at early stages of brand development, can lead to customer trial and differential positioning thus providing these new entrants with an opportunity to interact with the customers. The proposed framework can provide useful insights to brand managers to design cause‐related marketing campaigns for newly launched brands. The results and findings have been deduced from real‐time market research, and it can help in furthering research in the field of cause‐related marketing in India and other developing economies with similar market conditions.

PurposeWith the rapid increase in the consumption of electrical and electronic innovations, responsible management and recycling of electronic waste (e-waste) or waste electrical and electronic equipment (WEEE) has been a significant concern for the governments, stakeholders, researchers and industry practitioners around the world. Consumer awareness, disposal behaviour and perception are chief facets of designing sustainable management strategies. Although researchers have widely studied e-waste over many years, the research focusing on consumer awareness about e-waste recycling has gained momentum recently. This paper aims to systematise the existing literature and explore future research prospects on household e-waste sorting behaviour.Design/methodology/approachWeb of science (WoS) core collection was searched using selected keywords to identify relevant articles published from 2001 to 2021. The search resulted in 1,156 research articles published from 2001 to 2021. After a detailed study, 85 articles were shortlisted for in-depth review. The review was conducted based on global trends, top journals, most prolific authors, most active e-waste research countries, and institutions centring on consumer participation in e-waste disposal and recycling behaviour. The present research has also identified around eleven factors that seem to have a bearing on consumer behaviour towards storage, disposal and recycling of e-waste.FindingsE-waste research has gained increased attention in the last five years. The majority of the studies has focused on motivational factors and ignore the risks associated with handling e-waste. The present study reports the pertinent issue of lack of awareness among the masses about e-waste handling and disposal. Thus, bringing to the fore the lack of awareness programmes and initiatives. The analysis presents the gaps in the literature and future research agendas.Originality/valueThe review article will help in providing an in-depth understanding of consumer behaviour towards storage, disposal and recycling of e-waste and delineates the future direction of research that may be undertaken in this field of study.

Purpose The purpose of this paper is to study the influence of culture on consumers’ perception of brands, specifically brand identity in Gulf countries (Saudi Arabia, the United Arab Emirates and Qatar), and how brands entering new markets, launching new products or modifying existing brands can gain important insights from this to make the brand culturally acceptable. Design/methodology/approach This study includes both inductive and deductive approaches. The literature review has been conducted to identity the factors of brand identity and culture, followed by the blending of the factors through Delphi method. The relationship that was identified through qualitative approach was further tested through a quantitative survey (n=1,152). The analysis includes, hypotheses testing using the Kruskal–Wallis test. Findings The results of hypothesis testing proved that culture does play a significant role in shaping how consumers perceive brand identity. The Kruskal–Wallis test showed a significant difference across three cultures. Only two constructs that were not ranked significantly different across three cultures were brand as a stance and brand through place and time. Findings of this study supported the culture-specific branding, i.e. Islamic branding in the studied context. Practical implications Brand identity can be said to be the focal point of all branding activities. Brand identity creation starts with the starting of the product or services and is passed on through the process of brand communication and is manifested through the brand image formation by customer. Once the brand identity for a brand is created, it is very tough to change it; hence, from the very beginning, marketers have to take care of the brand identity. Thus, the findings of this study can be used by brand managers and marketers to create or modify brand identity according to the culture of the target consumers. These findings could also be incorporated for designing Islamic branding strategy for the studied context. Originality/value This research uses both qualitative and quantitative approaches to identify the brand identity and culture variables and subsequently probes the relationship among them. This study would help the brand managers in designing the brand identity for the brand operating or planning to enter in the Gulf countries.

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