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This study aims to investigate the potential positive effects of cause-related marketing (CRM) campaigns that show evidence of commitment to espoused causes. It examines whether consumers respond positively when a CRM campaign promises to deliver proof of the espoused cause.

This study adopted the grounded theory approach to conceptualize the promised impact evidence construct. A promised impact evidence scale was developed and validated using robust qualitative and quantitative methods, including item response theory estimates.

The study provides evidence for promised impact evidence as a reflective second-order latent construct. The promised impact evidence scale demonstrates strong internal consistency, reliability and validity. In addition, this study posits that promised impact evidence is an antecedent of advertising trust, purchase intention, advertising credibility and persuasive and selling intent.

This study positioned the promised impact evidence scale against the theoretical underpinnings of the persuasion knowledge model. Specifically, this scale contributes to existing knowledge because it applies the persuasion knowledge model in CRM campaigns by adopting an acceptance focus, as opposed to the rejection focus used in developing persuasion knowledge model scales.

Drawing from the self-determination theory (SDT) model of work motivation (Gagné and Deci, 2005), the paper aims to examine the relationship between employee intention to stay and happiness through work engagement and analyses how hope acts as a boundary condition in this relationship.

In this study a survey was conducted among the individuals working in the Information Technology (IT) and Information Technology Enable Services (ITeS) sector across India. The data were assessed through PROCESS v.3.3 macros in Statistical Package for Social Sciences (SPSS).

The moderated mediation results from 256 responses reveal that the intention to stay is positively related to happiness and that this relationship is mediated by work engagement. The indirect effect of intention to stay on happiness is seen to be strengthened by hope, thus substantiating the moderated mediation hypothesis.

The empirical insights will be valuable for managers and organisations in the IT/ITES sectors around the globe. Happy employees are productive employees, and practitioners should focus on creating a positive environment.

This study aids in understanding the outcomes of intention to stay and moderating the role of hope between intention to stay and work engagement. It highlights how the positive construct of intention to stay and the negative construct of intention to quit, while essentially different, also appear to be two sides of the same coin. If an employee has decided to quit, it would be futile to bear further costs on them, whereas, if they intend to stay, they are unlikely to engage in deviant behaviours.