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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.

Objective: The primary objective of the present study is to understand the impact of Cause-Related Marketing (CRM) on customer's buying intention. Methodology: In the present study quantitative technique was used for collecting data. Data were analyzed using SPSS. Findings: The result shows the relationship between Suitability of the Campaign (SoC) to Evaluation of Campaign (EC) was found negative and insignificant. The relationship between EC to Controllability of Efforts (CoE) was also found negative but significant. The relationship between EC to Perceived Motivational Attribution (PMA) and between PMA to Behavioural Outcome (BOI) was found positive and significant. Originality and Contribution: The present sector. The study will help academicians understand factors impacting CRM and outcome study is expected to contribute to the literature on Cause Related Marketing in the context of automobile of CRM. Policy makers will also be benefitted by such knowledge. There are very few works done in the context of India and hence the present work is expected to contribute to the existing literature on CRM.

Learning outcomes The learning outcomes are as follows: factors to be considered in devising the best post-acquisition brand identity and outline market research techniques, which can be used to identify the best-suited post-acquisition brand identity strategy. Case overview/synopsis The case study discusses the brand strategy, which Walmart Inc needs to adopt post its acquisition of Flipkart Pvt. Ltd (Flipkart) Group in India. Flipkart had acquired Myntra Designs Pvt. Ltd (Myntra) and Novarris Fashion Trading Private Limited (Jabong), but had kept their brand identity intact; Walmart Inc was faced with the decision on moving ahead with the brand strategy of keeping individual brand identities or merging all of these into a single brand identity. The study aims to provide valuable insights into the decision-making process adopted by Walmart Inc. It includes also the role of cause-related marketing in the positioning of Myntra as a socially responsible brand. The case study opted for an exploratory research design study using the qualitative research method of in-depth interviews. In total, 10 experts in the area of marketing, market research and marketing communication were interviewed. The qualitative data were analyzed using a template approach, which analyzes the text using a codebook or an analysis guide. The analysis guide already has clearly defined themes or categories. As the qualitative interviews progress, these themes get revised. These themes are analyzed qualitatively rather than statistically. The case study suggests to the management of Walmart Inc that they need to merge Myntra and Jabong based on the degree of similarity of consumer demographics, income/social class of buyers, brand identity and buying behavior. Myntra needs to retain as opposed to Jabong, as Myntra is perceived to be a socially responsible brand that creates a purchase disposition in the minds of the consumers. A more extensive quantitative study would offer better generalizability. It was not feasible to conduct a quantitative study due to time constraints. This research would have used advanced brand imagery assessment techniques such as multi-dimensional scaling to suggest if an overlap exists between consumer segments of Myntra and Jabong. The case study provides a decision-making framework to firms and individuals who are part of organizational teams to create a post-acquisition brand strategy in the e-commerce market. The case study fulfills a need for many academicians and practitioners to understand the decision-making process followed in devising a post-acquisition brand strategy in India. Complexity academic level Senior undergraduates; Master of Business Administration; Executive Master of Business Administration. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 8: Marketing.