الفهرس 
INTRODUCTIONOnly 14 pages are availabe for public view
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Abstract
For the restaurant industry, Cause-related marketing is used as a marketing tool that involves
partnership between a restaurant and a non-profit organization for the purpose of supporting a
cause in the society. Through this partnership, restaurants either donate money or contribute
with a percentage of their revenue to support a cause. This study aims to investigate the effect
of CrM on customer loyalty and brand image with application on international fast food chains
adopting CrM in Egypt. The study also examines the mediating role of brand image and the
moderating role of price increase between CrM and customer loyalty.
Two phases of research were used to achieve the aim of the study. Phase one involved
conducting a series of semi-structured interviews with restaurant managers to identify CrM
practices implemented among restaurant chains and to develop a list of the chains that already
apply this marketing strategy across Egypt. These were found to be only seven chains. Phase
two, a quantitative study, included the development of a self-administrated questionnaire and
the collection and analysis of data from 702 customers of the restaurant chains identified in
phase one.
The study results revealed that CrM has a significant impact on both customer loyalty and brand
image. Statistical analysis of quantitative data, collected during phase two, confirms a positive
and significant relationship between brand image and customer loyalty. The analysis also
confirms that brand image acts as a partial mediator and price increase acts as a moderator
between CrM and customer loyalty. The study concludes with providing useful
recommendations for restaurant managers to help effectively develop or improve their CrM
programs and discusses suggestions for future research directions.