Significance of Cause-Related Marketing to Enhance Brand Loyalty in the Commercial Real Estate Sector: An AI-Based Study Vikrant M. Singh Research Scholar, Bharati Vidyapeeth (Deemed to be) University, Pune Dr. Veerdhaval Ghorpade Assistant Professor & Research Guide Bharati Vidyapeeth (Deemed to be) University, Pune Abstract Marketing is an art as well as a science. It is integrated with the strategic planning and business policy. This study examines the effectiveness of Cause-Related Marketing (CRM) as an underutilized strategy for enhancing brand loyalty and tenant retention in the commercial real estate (CRE) sector. As competition intensifies, property management firms are seeking innovative differentiation strategies beyond traditional offerings. The research explores psychological drivers influencing tenant behaviour, focusing on how social cause initiatives shape loyalty in a business-to-business context. Grounded in Relationship Marketing, Social Exchange Theory (SET), and the Theory of Planned Behaviour (TPB), the study highlights the role of trust, reciprocity, and emotional engagement in tenant relationships. Findings reveal that tenants respond positively to CRM when it aligns with their values, perceiving it as meaningful non-monetary value rather than mere philanthropy. Quantitative results indicate that perceived sincerity is the strongest predictor of brand loyalty (β = 0.65, p = 0.001), outweighing the monetary value of contributions. The study recommends that firms foster authentic partnerships, encourage tenant participation, and use transparent digital tools to demonstrate impact, positioning CRM as a strategic pathway for longterm retention. Keywords: Cause-Related Marketing (CRM), Brand Loyalty, Commercial Real Estate (CRE), Artificial Intelligence (AI), Tenant Retention, Relationship Marketing, Social Exchange Theory (SET), Theory of Planned Behaviour (TPB), Customer Engagement, Perceived Sincerity
Singh et al. (Sun,) studied this question.