Daniel Inbaraj
Extensive Experience in the field of Research, Teaching, and Training over (8 Years)Teaching areas of specialization are Marketing Management, Services Marketing, Cause-related Marketing, Product and Brand Management, and Integrated Marketing Communication.Research experience in the area of Marketing that covers sub-categories such as 'Cause-related Marketing', 'Green Marketing', 'Nonprofit Marketing', 'Organic food Consumption'.Involved in training professionals and teachers in the areas of Team Building, Creativity, Problem Solving and Personality development.Served as a resource person for various research workshops on learning the art of literature review, research writing, research methodology, and publishing research papers in top-tier journals.Professional experience in the field of Institutional Sales as a senior executive-Sales(Account Manager) in HCL Infosystems Ltd handing IT complete solutions for Defense Establishments and Public sector organizations.
Supervisors: Dr.N.Thamaraiselvan
Phone: 9677797979
Address: Dr.J.Daniel Inbaraj B.E, M.B.A, PhD,
Assistant Professor
Firebird Institute of Research in Management
Golf Club Road, Chettipalayam,
Coimbatore - 641 201, Tamil Nadu, India
Supervisors: Dr.N.Thamaraiselvan
Phone: 9677797979
Address: Dr.J.Daniel Inbaraj B.E, M.B.A, PhD,
Assistant Professor
Firebird Institute of Research in Management
Golf Club Road, Chettipalayam,
Coimbatore - 641 201, Tamil Nadu, India
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Papers by Daniel Inbaraj
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
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.