Journal articles: 'Cause-related marketing'

1

Holmes, John H., and Christopher J. Kilbane. "Cause-Related Marketing." Journal of Nonprofit & Public Sector Marketing 1, no. 4 (October 14, 1993): 67–84. http://dx.doi.org/10.1300/j054v01n04_05.

Full text

APA, Harvard, Vancouver, ISO, and other styles

2

Rentschler, Ruth, and Greg Wood. "Cause Related Marketing." Services Marketing Quarterly 22, no. 1 (May 14, 2001): 57–69. http://dx.doi.org/10.1300/j396v22n01_05.

Full text

APA, Harvard, Vancouver, ISO, and other styles

3

Liu, Gordon, Meng-Shan Sharon Wu, Wai Wai Ko, Cheng-Hao Steve Chen, and Yantai Chen. "Cause-related marketing." International Marketing Review 37, no. 4 (September 25, 2019): 713–34. http://dx.doi.org/10.1108/imr-04-2019-0114.

Full text

Abstract:

Purpose Cause-related marketing (CRM) focuses on the use of marketing tools to publicize a firm’s corporate social responsibility (CSR) activities. Drawing on legitimacy theory, the purpose of this paper is to investigate the impact of CRM-led CSR in international business-to-business (B2B) markets. In particular, the authors examine the relationship between supplier CRM-led philanthropic CSR reputation and foreign customer business engagement in an international B2B setting. The authors also test how the foreign customer’s host-country sustainable development level moderates this relationship. Design/methodology/approach The authors collect and analyze dyadic data from multiple sources including: dyadic data from a supplier and its 90 foreign customers; the supplier’s internal company records; and publically available data. Findings The authors find that supplier CRM-led philanthropic CSR reputation positively affects foreign customer business engagement. Furthermore, the authors find that this positive relationship is stronger when host-country environments are characterized by achieving higher level of environmental well-being development. In contrast, this positive relationship is weaker when the foreign customer host-country environment is characterized by achieving higher level of economic well-being development. Originality/value The authors examine that impacts of CRM-led CSR in international B2B markets and differentiate the contingent roles of foreign customer host-country sustainable development in moderating such impacts.

APA, Harvard, Vancouver, ISO, and other styles

4

Kozłowski, Wojciech, and Ewelina Sobotko. "Role of Altruistic Attitudes in Cause-Related Marketing." Annales Universitatis Mariae Curie-Skłodowska, sectio H, Oeconomia 51, no. 2 (August 17, 2017): 123. http://dx.doi.org/10.17951/h.2017.51.2.123.

Full text

APA, Harvard, Vancouver, ISO, and other styles

5

Mani Kanta, Kota Neela, D. V. Ramana D. V Ramana, and A. Mayur Kumar. "Cause Related Marketing: A Study on Purchase Intention." Indian Journal of Applied Research 3, no. 2 (October 1, 2011): 190–93. http://dx.doi.org/10.15373/2249555x/feb2013/66.

Full text

APA, Harvard, Vancouver, ISO, and other styles

6

Nejati, Mehran. "Successful cause-related marketing." Strategic Direction 30, no. 8 (July 8, 2014): 35–37. http://dx.doi.org/10.1108/sd-11-2013-0091.

Full text

Abstract:

Purpose – The purpose of this study is to highlight the importance of cause-related marketing (CRM) and explain the factors which influence the success of a CRM campaign. Design/methodology/approach – Provides a viewpoint article based on the author's experience and expertise. Findings – Through explaining the key factors which impact the success of CRM, this article provided insights to company directors and management consultants. It has been indicated that the three most important attributes of a case for the success of CRM campaigns include importance, proximity and fit of the cause with firm’s core business. Originality/value – Provides a viewpoint article based on the author's experience and expertise.

APA, Harvard, Vancouver, ISO, and other styles

7

Cen Lu Lay, Ika Gunawan, Felicia Abednego, and Shirleen Natasha. "Pengaruh Cause Related Marketing Terhadap Trust In Cause Related Marketing Dan Brand Loyalty." Jurnal E-Bis (Ekonomi-Bisnis) 5, no. 2 (October 23, 2021): 409–24. http://dx.doi.org/10.37339/e-bis.v5i2.540.

Full text

Abstract:

Isu-isu mengenai pembangunan yang berkelanjutan dan kegiatan tanggung jawab sosial atau Corporate Social Responsibility terutama Cause Related Marketing telah banyak dibahas. Namun di Indonesia belum banyak penelitian yang membahas topik ini. Hal ini menjadi menarik karena perusahaan-perusahaan memiliki dorongan yang kuat untuk meningkatkan kegiatan Cause Related Marketing sebagai nilai tambah buat perusahaan. Penelitian ini akan menganalisis peranan Cause Related Marketing kaitannya dengan Trust in Cause Related Marketing dan Brand Loyalty. Pendekatan metode penelitian ini mengunakan metode kuantitatif. Penelitian ini mengumpulkan data dengan menyebar kuesioner kepada responden. Metode penarikan sampel dalam penelitian ini menggunakan teknik purposive sampling dengan kriteria mahasiswa/i di kota Bandung yang mengetahui Cause Related Marketing. Jumlah sampel yang terkumpul adalah 210 orang. Teknik pengolahan data menggunakan analisis regresi. Hasil penelitian menunjukkan bahwa Cause Related Marketing mempengaruhi Brand Loyalty, Cause Related Marketing mempengaruhi Trust in Cause Related Marketing, dan Trust in Cause Related Marketing tidak mempengaruhi Brand Loyalty. Kata Kunci: Cause Related Marketing, Trust in Cause Related Marketing, Brand Loyalty

APA, Harvard, Vancouver, ISO, and other styles

8

Heidarzadeh Hanzaee, Kambiz, Mona Sadeghian, and Saeed Jalalian. "Which can affect more? Cause marketing or cause-related marketing." Journal of Islamic Marketing 10, no. 1 (March 4, 2019): 304–22. http://dx.doi.org/10.1108/jima-04-2016-0028.

Full text

Abstract:

Purpose The purpose of this study is to investigate the effects of corporate social responsibility on customer satisfaction, loyalty and repurchase with or without cause-related marketing or cause marketing across Islamic companies. Design/methodology/approach An experimental survey of Iranian university students was conducted to investigate the customer satisfaction, loyalty and purchase intention with companies using social marketing methods such as corporate social responsibility along with cause marketing and cause-related marketing. A total of 400 usable surveys were obtained in SRBIA University of Tehran, while possessing the greatest ability to consume more hoteling services companies and mobile producers beyond Iranian students. Findings The results indicated that through an experimental research by including social marketing in products or service companies such as mobile producers and hotel services companies in Iran (as an Islamic country), there are same levels of loyalty and repurchase intentions, but different levels of customer’s satisfaction. Furthermore, the authors found out there is no significant difference regarding the effect of cause marketing and cause-related marketing on loyalty and repurchase intentions. Also, it is different on customer’s satisfaction given the company type. Research limitations/implications The sampling frame for this research was limited to students in one of Iran capital city universities. The results are not exactly generalized to all the populations for Iranian product or service consumers. Also, the sampling methods used in this research might have generated bias due to time and resources constraints. So, it is recommended for future studies to consider broader samplings more than university students and beyond only the consumers of international product or service companies. Originality/value No study has used corporate social responsibilities to explain customer satisfaction while providing cause marketing and cause-related marketing as corporate social marketing in service companies influencing the customer loyalty and repurchase intentions.

APA, Harvard, Vancouver, ISO, and other styles

9

Robinson, Stefanie Rosen, Caglar Irmak, and Satish Jayachandran. "Choice of Cause in Cause-Related Marketing." Journal of Marketing 76, no. 4 (July 2012): 126–39. http://dx.doi.org/10.1509/jm.09.0589.

Full text

APA, Harvard, Vancouver, ISO, and other styles

10

Handa, Meenakshi, and Shruti Gupta. "Digital cause-related marketing campaigns." Journal of Indian Business Research 12, no. 1 (February 10, 2020): 63–78. http://dx.doi.org/10.1108/jibr-09-2019-0285.

Full text

Abstract:

Purpose With the rising concern for the planet and people dimensions of the triple-bottom-line, an increasing number of firms are using cause-related marketing (CRM) to create a win-win situation for all stakeholders. With growing internet and social media access the Indian consumer is being invited to participate in such campaigns through digital platforms. The purpose of the present study is to examine consumer perceptions about select digital CRM campaigns in terms of perceived fit between the brand and the cause being promoted and the extent of participation effort required by the campaign and further to investigate the relationship between these two variables and consumers’ intentions to participate in the campaign, engage in positive word-of-mouth about it and their brand purchase intentions. Design/methodology/approach Six online CRM campaigns in the consumer products space were taken up for study. Primary data was collected through a structured questionnaire in an online mode, which provided an advertisement snapshot and a brief description of each CRM campaign. Items to measure variables under examination were adapted from the extant literature. Three versions of the questionnaire were created, with each version involving two of the six campaigns. Thus, each respondent was responding to items pertaining to two campaigns only. A total of 242 responses were collected, using non-probability sampling. Findings The study indicates overall positive responses to the digital CRM campaigns included in the study. It finds that for the online CRM campaigns taken up for examination, respondents perceive a high extent of brand-cause fit. A fit between the cause being promoted and the brand’s sphere of activity is a factor that needs to be considered for its impact on consumer willingness to participate in the campaign and intention to engage in positive word-of-mouth about it. The study does not indicate a significant relationship between participation effort for online campaigns and consumer behavioural intentions. Consumer participation intentions and word-of-mouth intentions are found to be positively related to intentions to purchase the brand associated with the campaign. Practical implications In their efforts to design effective CRM campaigns, marketers should use creativity in looking for a common thread, which ties their business or brand with the cause being promoted. Consumers tend to perceive this congruence between the cause and the brand and this impacts their behavioural responses. It is possible that the fact that consumers are not required to make a purchase but are being invited to support a cause by performing a non-transaction-based activity, may also underlie their positive response to this genre of CRM activities. The study provides an understanding of factors that contribute to the effectiveness of non-purchase-based online CRM campaigns in garnering consumer engagement with the campaign and the brand. Originality/value The results provide important insights regarding non-transaction based digital CRM campaigns and the relationship between brand-cause fit, perceived participation effort and targeted changes in consumers’ behavioural intentions. Online CRM campaigns involving consumer participation in forms other than brand purchase are an emerging area of effort towards customer engagement and thus warrant further investigation.

APA, Harvard, Vancouver, ISO, and other styles

11

Chang, Chun-Tuan. "Guilt appeals in cause-related marketing." International Journal of Advertising 30, no. 4 (January 2011): 587–616. http://dx.doi.org/10.2501/ija-30-4-587-616.

Full text

APA, Harvard, Vancouver, ISO, and other styles

12

Bennett, Roger. "Corporate Perspectives on Cause Related Marketing." Journal of Nonprofit & Public Sector Marketing 10, no. 1 (September 2002): 41–59. http://dx.doi.org/10.1300/j054v10n01_04.

Full text

APA, Harvard, Vancouver, ISO, and other styles

13

Polonsky, Michael Jay, and Richard Speed. "Linking sponsorship and cause related marketing." European Journal of Marketing 35, no. 11/12 (December 2001): 1361–89. http://dx.doi.org/10.1108/eum0000000006484.

Full text

APA, Harvard, Vancouver, ISO, and other styles

14

Myers, Beth, Wi-Suk Kwon, and Sandra Forsythe. "Creating Effective Cause-Related Marketing Campaigns." Clothing and Textiles Research Journal 30, no. 3 (July 2012): 167–82. http://dx.doi.org/10.1177/0887302x12452339.

Full text

APA, Harvard, Vancouver, ISO, and other styles

15

Nejati, Mehran, Azlan Amran, and Gwen Tan Yi Wen. "Cause-related marketing: uncovering the myth." International Journal of Management Practice 8, no. 1 (2015): 57. http://dx.doi.org/10.1504/ijmp.2015.068301.

Full text

APA, Harvard, Vancouver, ISO, and other styles

16

Chanana, Shail, and Pushpinder Singh Gill. "CORPORATE PHILANTHROPY THROUGH CAUSE RELATED MARKETING." Journal of Advances in Business Management 1, no. 3 (September 15, 2015): 251–61. http://dx.doi.org/10.14260/jadbm/2015/29.

Full text

APA, Harvard, Vancouver, ISO, and other styles

17

Bernstein, Alan L. "Cause-Related Marketing Sweeps the Professions." Ear, Nose & Throat Journal 73, no. 12 (December 1994): 934. http://dx.doi.org/10.1177/014556139407301215.

Full text

APA, Harvard, Vancouver, ISO, and other styles

18

Meffert, Heribert, and Martin Holzberg. "Cause-related Marketing: Ein scheinheiliges Kooperationskonzept?" Marketing Review St. Gallen 26, no. 2 (April 2009): 47–53. http://dx.doi.org/10.1007/s11621-009-0032-7.

Full text

APA, Harvard, Vancouver, ISO, and other styles

19

Sinčić Ćorić, Dubravka, and Marija Dropuljić. "Consumers’ Attitudes Towards Cause-Related Marketing." Annals of the Alexandru Ioan Cuza University - Economics 62, no. 3 (November 1, 2015): 343–56. http://dx.doi.org/10.1515/aicue-2015-0023.

Full text

Abstract:

AbstractThe paper presents the development of 5-point Likert scale for measuring attitudes towards cause-related marketing, as well as its application on a sample of Croatian consumers. The results of the research show that respondents are familiar with cause-related marketing and regard it as a good investment in the community. They see cause-related marketing campaigns as a good communication tool; they find a cause to be relevant for their personal involvement in campaigns, although the match between the cause and the product’s characteristics seems to be less important. Finally, respondents do not find the size of the donation to be crucial for their participation in cause-related marketing campaigns, but they find it important to know about the size of the donation. The results of the research can serve to marketing managers, who need to thoroughly consider how to communicate specific elements of campaigns in order to achieve maximum understanding by the target group.

APA, Harvard, Vancouver, ISO, and other styles

20

Chaney, Isabella, and Nitha Dolli. "Cause related marketing in New Zealand." International Journal of Nonprofit and Voluntary Sector Marketing 6, no. 2 (May 2001): 156–63. http://dx.doi.org/10.1002/nvsm.143.

Full text

APA, Harvard, Vancouver, ISO, and other styles

21

Ramkishen, Y., and Wankhede Abha. "Customers’ Imprint about Cause Related Marketing Driven through Experiential Marketing." Annals of Dunarea de Jos University of Galati. Fascicle I. Economics and Applied Informatics 25, no. 1 (April 30, 2019): 42–47. http://dx.doi.org/10.35219/eai158404096.

Full text

APA, Harvard, Vancouver, ISO, and other styles

22

سلطانی, مرتضی, حمیدرضا یزدانی, صبا بهرامی, and نیما سلطانی نژاد. "Identifying Factors Affecting Cause- Related Marketing Success." Journal of Business Management Perspective 18, no. 37 (May 22, 2019): 0. http://dx.doi.org/10.29252/jbmp.18.37.55.

Full text

APA, Harvard, Vancouver, ISO, and other styles

23

Saini, Rutika. "Cause Related Marketing: A Double Sided Coin?" Asian Journal of Research in Marketing 6, no. 5 (2017): 46. http://dx.doi.org/10.5958/2277-6621.2017.00014.7.

Full text

APA, Harvard, Vancouver, ISO, and other styles

24

Dietz, Beatrix, Julia Senne, and Frauke Fuhrmann. "Cause-related Marketing – Mit Testimonials zum Erfolg." Marketing Review St. Gallen 29, no. 5 (October 2012): 54–59. http://dx.doi.org/10.1365/s11621-012-0164-z.

Full text

APA, Harvard, Vancouver, ISO, and other styles

25

Smith, Warren, and Matthew Higgins. "Cause-Related Marketing: Ethics and the Ecstatic." Business & Society 39, no. 3 (September 2000): 304–22. http://dx.doi.org/10.1177/000765030003900304.

Full text

APA, Harvard, Vancouver, ISO, and other styles

26

Bae, Mikyeung. "Matching cause-related marketing campaign to culture." Asian Journal of Communication 27, no. 4 (January 18, 2017): 415–32. http://dx.doi.org/10.1080/01292986.2017.1280064.

Full text

APA, Harvard, Vancouver, ISO, and other styles

27

Tsai, Shu‐Pei. "Modeling strategic management for cause‐related marketing." Marketing Intelligence & Planning 27, no. 5 (July 31, 2009): 649–65. http://dx.doi.org/10.1108/02634500910977872.

Full text

APA, Harvard, Vancouver, ISO, and other styles

28

Yang, Hsin-Ti, and Ghi-Feng Yen. "Consumer responses to corporate cause-related marketing." European Journal of Marketing 52, no. 9/10 (September 10, 2018): 2105–27. http://dx.doi.org/10.1108/ejm-07-2017-0468.

Full text

Abstract:

Purpose This paper aims to adopt the perspectives of cognition and emotions to investigate whether the interdependent self-construal of consumers in a Chinese collectivist culture, along with empathy and moral identity, evokes direct and indirect responses to corporate cause-related marketing (CRM). Design/methodology/approach A total of 901 valid questionnaires were retrieved, and PROCESS macro for SPSS was used to test the multiple mediation and serial mediation hypotheses. The structural equation modeling was also used to confirm the results. Findings The empirical results showed that consumer self-construal exerts a positive influence on consumer responses to corporate CRM through empathy. The results also suggest that CRM events provoke empathetic responses in consumers and trigger their moral identity, which in turn affects their evaluations on CRM corporations and their purchase intentions for CRM goods. Research limitations/implications The present study targeted the relatively affordable CRM events in convenience stores to investigate consumer responses; the results may not be applicable to CRM events in other industries. Besides that, as this study is focused on CRM activity, respondents may have more positive evaluation. Practical implications Corporations are advised to improve their corporate social responsibility (CSR) communication strategies. These should rely on factual, sincere, easy-to-understand and appropriate communication to trigger moral identity in consumers. Because empathy is regarded as the core of human moral and emotional systems, corporations are advised to associate their charitable events with social emotions to strengthen consumer perceptions, enhance moral identity and promote prosocial behaviors. Originality/value This study verified the serial multiple mediating effect of empathy and moral identity in the relationship between consumer self-construal and responses to corporate CRM. Corporations are advised to improve their CSR communication strategies and public expression of moral actions to raise consumer empathy and moral identity, so as to improve consumer responses to CRM.

APA, Harvard, Vancouver, ISO, and other styles

29

Guerreiro, João, Paulo Rita, and Duarte Trigueiros. "Attention, emotions and cause-related marketing effectiveness." European Journal of Marketing 49, no. 11/12 (November 9, 2015): 1728–50. http://dx.doi.org/10.1108/ejm-09-2014-0543.

Full text

APA, Harvard, Vancouver, ISO, and other styles

30

He, Hongwei, Weichun Zhu, Dennis Gouran, and Olivia Kolo. "Moral identity centrality and cause-related marketing." European Journal of Marketing 50, no. 1/2 (February 8, 2016): 236–59. http://dx.doi.org/10.1108/ejm-10-2014-0613.

Full text

Abstract:

Purpose – This paper aims to examine how consumer moral identity (MI) affects the impact of cause-related marketing (CRM). CRM is a popular hybrid marketing tool that incorporates charitable initiatives and sales promotion. CRM has strength in simultaneously encouraging consumer purchases and doing something good for the society. Drawing on the moral identity (MI)-based motivation model, this research examines how consumer MI influences consumer behavioural response to CRM. Design/methodology/approach – Two field experiments were conducted to test a series of hypotheses relating to the conditional effect of MI on behavioural response to CRM. Findings – Brand social responsibility image and emotional brand attachment positively moderated the relationship between consumer MI centrality and intention to purchase CRM sponsor brand. Originality/value – Findings contribute to the literature on CRM, MI-based motivation of consumer behaviour and emotional brand attachment.

APA, Harvard, Vancouver, ISO, and other styles

31

Folse, Judith Anne Garretson, Stacy Landreth Grau, Julie Guidry Moulard, and Kathrynn Pounders. "Cause-Related Marketing: Factors Promoting Campaign Evaluations." Journal of Current Issues & Research in Advertising 35, no. 1 (January 2, 2014): 50–70. http://dx.doi.org/10.1080/10641734.2014.866847.

Full text

APA, Harvard, Vancouver, ISO, and other styles

32

Kumar, V. "Global implications of cause-related loyalty marketing." International Marketing Review 37, no. 4 (October 11, 2019): 747–72. http://dx.doi.org/10.1108/imr-06-2019-0160.

Full text

Abstract:

Purpose Loyalty programs (LPs) worldwide are maturing even as such programs are growing at a sluggish pace and losing appeal among consumers. This creates a need (and a potential opportunity) for firms to redesign their LPs that better resonates with their customers. The purpose of this paper is to identify that reorienting LPs to focus on societal and environmental causes, in addition to economic causes, can revive the growth of LPs. Design/methodology/approach This study uses a triangulation approach to integrate knowledge from past research, managerial insights and the popular press that is used in two ways. First, this study identifies a dominant logic in the evolution of LPs toward a focus on societal and environmental causes. Second, based on this evolving logic, this study advances a framework to design cause-related LPs that is an integration of a firm’s economic, societal and environmental imperatives. Findings The proposed framework submits that designing a LP consisting of tangible and intangible characteristics will lead to the increased adoption of LPs by the focal industry firms, and the increased acceptance of LPs by customers across all focal industry firms, while moderated by the competitive pressure faced by firms, and the prevailing regulatory framework. Further, the adoption and acceptance of LPs by firms and customers, respectively, will lead to the realization of established LP outcomes, while moderated by the intensity of customer usage. Research limitations/implications Based on the proposed framework, this study identifies important implications for customers, firms, society and the environment worldwide in redesigning their LPs. Originality/value By integrating various sources of knowledge (academia, business and press) from multiple domains (e.g. marketing, sociology, environmental studies and finance), this study presents an integrative framework that presents a holistic approach in redesigning LPs.

APA, Harvard, Vancouver, ISO, and other styles

33

Cui, Yanli, Elizabeth S. Trent, Pauline M. Sullivan, and Grace N. Matiru. "Cause‐related marketing: how generation Y responds." International Journal of Retail & Distribution Management 31, no. 6 (June 2003): 310–20. http://dx.doi.org/10.1108/09590550310476012.

Full text

APA, Harvard, Vancouver, ISO, and other styles

34

Christofi, Michael, Demetris Vrontis, and Erasmia Leonidou. "Product innovation and cause-related marketing success." Marketing Intelligence & Planning 32, no. 2 (April 7, 2014): 174–89. http://dx.doi.org/10.1108/mip-10-2012-0108.

Full text

Abstract:

Purpose – The purpose of this paper is twofold. First, the authors aim to identify all the product- and brand-related factors that promote cause-related marketing (CRM) success. The second part of this research aim is, to undertake a product innovation theory application into the context of CRM, examine the degree and nature of its theoretical and practical consonance, and develop an integrated conceptual framework for CRM success. Design/methodology/approach – The paper is conceptual and incorporates and interrelates the findings of existing CRM research as applied within the context of corporate social responsibility (CSR). Specifically this paper accumulates the state of prior wisdom on CRM success through the identification of several product- and brand-related success factors, based on a systematic review of the literature. In doing so, it introduces the concept of product innovation as a CRM success factor and integrates those distinct fields into a conceptual framework. Findings – The authors develop an integrative framework and a propositional inventory that represents a consolidated foundation for the systematic development of a theory for successful CRM strategies, along with the integration of product innovation within the field of CRM. Research limitations/implications – Towards this direction, the objective of this study is theory construction rather than theory testing. Thus, much work remains to be done in terms of empirically testing our research propositions. In conclusion, this paper posits a set of research directions designed to enable scholars to further advance the integration of product innovation and CRM from both problem-driven theory development as well as theory-driven practice management perspectives. Originality/value – The value of this paper accumulates the state of prior wisdom on CRM success, a notion with increasing use by corporations in recent years. Furthermore, this paper appears to be the first of its kind to examine, from the theorist perspective, the dynamics implied by synthesizing these, so far, distinct concepts. Additionally, the research adds appreciable value to academic knowledge on the fundamental discussion of the bidirectional relationship between CSR and innovation, also contributing an analogous CRM success framework to the existing wisdom.

APA, Harvard, Vancouver, ISO, and other styles

35

Moosmayer, Dirk C., and Alexandre Fuljahn. "Consumer perceptions of cause related marketing campaigns." Journal of Consumer Marketing 27, no. 6 (September 14, 2010): 543–49. http://dx.doi.org/10.1108/07363761011078280.

Full text

Abstract:

PurposeBy replicating two seminal studies on cause‐related marketing (CRM) campaigns, this paper aims to investigate the influence of gender and of donation size on consumer perception of firm behavior, consumer attitude to product, consumer goodwill toward the CRM campaign, consumer perception of the benefit to the NPO, and consumer attitude toward CRM.Design/methodology/approachAn online experiment was conducted with 306 students from a German university to evaluate their responses to a CRM campaign. The presented campaign supported a German children's charity, and varied with regard to donation size.FindingsConsumer perception of firm behavior, consumer goodwill toward the CRM campaign, and consumer attitude to product vary significantly by gender. Donation size has a significant influence on consumer goodwill toward the CRM campaign and on consumer perception of the benefit to the NPO. The impact of donation size is rooted in external perceptions, and partly moderated by gender.Research limitations/implicationsThe chosen non‐forced stimulus presentation may overestimate the measured impact. The applied stimuli may underlie specific gender characteristics that influence responses. Further research might thus apply forced stimulus exposure designs to a broader set of causes and products.Practical implicationsResults imply that CRM campaigns promise to be particularly suitable for promoting products to women. When addressing men, small donations appear to be sufficient.Originality/valueThe authors expand existing research in three ways. Campaign impact is differentiated by consumer attitudes toward the company, toward the product, and toward the NPO. The article shows that the impact of donation size is gender‐specific. By investigating CRM response in Germany, the study regionally expands existing research.

APA, Harvard, Vancouver, ISO, and other styles

36

Kropp, Fredric, Stephen J. S. Holden, and Anne M. Lavack. "Cause-related marketing and values in Australia." International Journal of Nonprofit and Voluntary Sector Marketing 4, no. 1 (February 1999): 69–80. http://dx.doi.org/10.1002/nvsm.57.

Full text

APA, Harvard, Vancouver, ISO, and other styles

37

File, Karen Maru, and Russ Alan Prince. "Cause-related marketing, philanthropy, and the arts." Nonprofit Management and Leadership 5, no. 3 (1995): 249–60. http://dx.doi.org/10.1002/nml.4130050304.

Full text

APA, Harvard, Vancouver, ISO, and other styles

38

Baghi, Ilaria, Enrico Rubaltelli, and Marcello Tedeschi. "Mental accounting and cause related marketing strategies." International Review on Public and Nonprofit Marketing 7, no. 2 (August 11, 2010): 145–56. http://dx.doi.org/10.1007/s12208-010-0055-4.

Full text

APA, Harvard, Vancouver, ISO, and other styles

39

Thamaraiselvan, N., B. Senthil Arasu, and J. Daniel Inbaraj. "Role of celebrity in cause related marketing." International Review on Public and Nonprofit Marketing 14, no. 3 (February 17, 2017): 341–57. http://dx.doi.org/10.1007/s12208-017-0176-0.

Full text

APA, Harvard, Vancouver, ISO, and other styles

40

Berglind, Matthew, and Cheryl Nakata. "Cause-related marketing: More buck than bang?" Business Horizons 48, no. 5 (September 2005): 443–53. http://dx.doi.org/10.1016/j.bushor.2005.04.008.

Full text

APA, Harvard, Vancouver, ISO, and other styles

41

Gupta, Shruti, and Julie Pirsch. "The company‐cause‐customer fit decision in cause‐related marketing." Journal of Consumer Marketing 23, no. 6 (October 2006): 314–26. http://dx.doi.org/10.1108/07363760610701850.

Full text

APA, Harvard, Vancouver, ISO, and other styles

42

Kozłowski, Wojciech. "Cause-related marketing − influence of the product type and product-cause fit on purchase intentions." Studia i Prace WNEiZ 43 (2016): 137–46. http://dx.doi.org/10.18276/sip.2016.43/2-13.

Full text

APA, Harvard, Vancouver, ISO, and other styles

43

Haruvy, Ernan, and Peter T. L. Popkowski Leszczyc. "Bidder motives in cause-related auctions." International Journal of Research in Marketing 26, no. 4 (December 2009): 324–31. http://dx.doi.org/10.1016/j.ijresmar.2009.07.001.

Full text

APA, Harvard, Vancouver, ISO, and other styles

44

Varadarajan, P. Rajan, and Anil Menon. "Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy." Journal of Marketing 52, no. 3 (July 1988): 58. http://dx.doi.org/10.2307/1251450.

Full text

APA, Harvard, Vancouver, ISO, and other styles

45

Varadarajan, P. Rajan, and Anil Menon. "Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy." Journal of Marketing 52, no. 3 (July 1988): 58–74. http://dx.doi.org/10.1177/002224298805200306.

Full text

Abstract:

Cause-related marketing represents the confluence of perspectives from several specialized areas of inquiry such as marketing for nonprofit organizations, the promotion mix, corporate philanthropy, corporate social responsibility, fund-raising management, and public relations. The authors outline the concept of cause-related marketing, its characteristics, and how organizations, both for-profit and not-for-profit, can benefit from effective use of this promising marketing tool.

APA, Harvard, Vancouver, ISO, and other styles

46

Zhao, Shijie. "The Impact of Cause-Related Marketing Programs on Purchase Behavior Improvement of Loyal Customers." Global Journal For Research Analysis 3, no. 4 (June 15, 2012): 136–37. http://dx.doi.org/10.15373/22778160/apr2014/45.

Full text

APA, Harvard, Vancouver, ISO, and other styles

47

Aggarwal, Vivek, and Vinod Kumar Singh. "Cause-related marketing and start-ups: moderating role of cause involvement." Journal of Global Responsibility 10, no. 1 (March 8, 2019): 16–30. http://dx.doi.org/10.1108/jgr-08-2018-0034.

Full text

Abstract:

PurposeCause-related marketing (CrM) through social campaigns is becoming one of the main strategic marketing tools for large businesses. The purpose of this study is to find out the significance of CrM for start-ups and to evaluate the moderating role of cause involvement of consumer on the impact of CrM campaigns on purchase intention of consumers.Design/methodology/approachBoth structural equation modelling and hierarchical analysis were used to evaluate the responses of 1,425 male and female consumers in India towards CrM campaign.FindingsThe results revealed that the effect of CrM campaigns on purchase intention of consumers is significantly moderated by consumers’ cause involvement. Thus, companies must extend support to causes having high consumer involvement.Research limitations/implicationsBased on their findings, the authors suggest finding out the effects of CrM on the long-term sustainability of the start-ups in more detail, especially in developing countries like India. The scope of this study is one country-based; thus, research findings may not be generalised.Practical implicationsSmall businesses that are able to understand the needs of their own communities and recognise that through their efforts they can bring large impact on social issues and will see success through their socially responsible mindset. Society today needs businesses to support good causes. The best model of CrM, especially for start-ups, is the one in which while making a payment for a service or purchasing a product, the consumer is asked to make an additional payment for the social cause.Social implicationsSociety today needs businesses to support good causes. CrM campaigns provide consumers a chance to help the less fortunate and do so in regular and convenient ways. The study indicates the importance of both corporate citizenship and social responsibility among small businesses.Originality/valueWhile the current results show that the majority of studies were based on large business, this paper shows that the CrM can be useful for start-ups, medium and small businesses also. The suggested model can be an innovative way to implement CrM without incurring any additional cost. The conclusions confirm within a wider context the role of cause involvement as a moderator of the purchase intention and can further assist start-ups and small-scale companies in designing better targeted CrM campaigns benefiting the society at large.

APA, Harvard, Vancouver, ISO, and other styles

48

Minton, Elizabeth A., and T. Bettina Cornwell. "The Cause Cue Effect: Cause-Related Marketing and Consumer Health Perceptions." Journal of Consumer Affairs 50, no. 2 (September 10, 2015): 372–402. http://dx.doi.org/10.1111/joca.12091.

Full text

APA, Harvard, Vancouver, ISO, and other styles

49

Pangan, Ronnie, and Jaehak Shim. "CAUSE-RELATED MARKETING AND CAUSE SPONSORSHIP’S COMPANY-CAUSE FIT AND eWOM: SPREADING CSR ON FACEBOOK." Advanced International Journal of Business, Entrepreneurship and SMEs 3, no. 8 (June 15, 2021): 22–40. http://dx.doi.org/10.35631/aijbes.38002.

Full text

Abstract:

Businesses should utilize Corporate Social Responsibility (CSR) marketing communications to show genuine support for stakeholders affected by the Covid19 pandemic. This study focuses on two forms of CSR marketing communications: cause-related marketing (CRM) and cause sponsorship (CS). This research would look into how CRM and CS’s company cause fit will affect eWOM (electronic word-of-mouth), a type of consumer response. A survey-based within-subjects trial of CRM and CS x 2 company-cause fit will be conducted on active Facebook users aged 18 to 64 years old. Ten (10) pre-selected firms from the Philippines' Top 30 Businesses were selected. These companies posted both CRM and CS Facebook messages. The CRM posts will be shown to half of the sample size (N=272), while the CS posts will be shown to the other half (N=272) and graded via a questionnaire. The research concluded that there were positive relationships between CRM and CS’s company-cause fit and eWOM. Between the two, CRM had a greater effect on eWOM as compared to CS. This was also evident in the models. The higher the company-cause fit, the higher the eWOM response. The suggestion to companies was to concentrate on CRM FB posts with the high company-cause fit so that the occurrence of eWOM would be higher especially during periods of crisis like the Covid19 pandemic. For future researchers, other forms of CSR marketing communications and consumer responses may be studied to further increase the effectiveness of Facebook CSR posts.

APA, Harvard, Vancouver, ISO, and other styles

50

Silva, Susana Costa e., Paulo Duarte, Ana Filipa Lopes Marinho, and Božidar Vlačić. "How permeable to cause-related marketing are millennials?" International Review on Public and Nonprofit Marketing 18, no. 3 (February 19, 2021): 335–60. http://dx.doi.org/10.1007/s12208-021-00276-5.

Full text

APA, Harvard, Vancouver, ISO, and other styles

Journal articles on the topic 'Cause-related marketing'

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles