Abhigyan

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Dimensions and Consequences of Cause Related Marketing: A Conceptual Framework


Affiliations
1 Assistant Professor, Jagannath International Management School, Vasant Kunj, India
2 Professor, Aligarh Muslim University (AMU), India
3 Director, Bharati Vidyapeeth Institute of Management and Research, New Delhi, India
     

   Subscribe/Renew Journal


Marketer these days are expected to satisfy all stakeholder and the most important stakeholder is general public, that exist in the society. Companies across the world are engaging in philanthropic strategies like Cause Related Marketing (CRM) in which company agrees to contribute fixed amount towards selected social cause for each unit sold. This paper undertakes methodical analysis of prevailing work for better understanding and recording of the dimensions impacting CRM strategy and it possible consequences. This researcher deliberate on variables, that have not be studied together before. For better understanding and execution, dimensions of CRM, have been categorized into Consumer specific and Company specific. This study aims to propose an integrated conceptual framework of interrelationships of variables that have potential to mitigate the impending problems of organization. Finally, it suggests that relationship exists amid the dimensions and consequences of CRM. This study will have social, managerial and academic implications.

Keywords

Corporate Social Responsibility, Cause Related Marketing, Consumer Behavior, Consumer Attitude, Brand Credibility.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Adkins S. (2005). Cause Related Marketing: Who Cares Wins. Oxford: Butterworth-Heinemann.

  • Babu. M. M. & Mohiuddin. M. (2008). Cause Related Marketing and Its Impact on the Purchasing Behavior of the Customers of Bangladesh: An Empirical Study. AIUB Bus Econ Working Paper, Series. no 2008-05.

  • Barone, J.M., Norman, T.A. and Miyazaki, D.A. (2007). Consumer response to retailer use of causerelated marketing: is more fit better? Journal of Retailing, 83(4), 437-445.

  • Bekkers, R. (2006). Traditional and health-related philanthropy: the role of resources and personality. Social Psychology Quarterly, 69(4), 349-366.

  • Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46-53.

  • Bigne Alcaniz, E., Curra -Perez, R. and Sanchez-Garcia, I. (2009). Brand credibility in cause-related marketing: the moderating role of consumer values. Journal of Product & Brand Management, 18(6), 437-447.

  • Brink, D., Schroder, G. and Pauwels, P. (2006). The effect of strategic and tactical cause-related marketing on consumers' brand loyalty. Journal of Consumer Marketing, 23(1), 15-25

  • Carringer, P.T. (1994). Not Just a Worthy Cause: Cause-Related Marketing Delivers the Goods and the Good. Am. Advert, 10, 16-19.

  • Chang, C.T. (2008). To donate or not to donate? Product characteristics and framing effects of causerelated marketing on consumer purchase behavior. Psychology and Marketing, 25(12), 1089–1110.

  • Chattananon, A., Lawley, M., Supparerkchaisakul, N. and Leela, L. (2008). Impacts of a Thai causerelated marketing program on corporate image. International Journal of Emerging Markets, 3(4), 348 363.

  • Chaudhary, R. (2018). Green buying behavior in India: an empirical analysis. Journal of Global Responsibility.

  • Chéron, E. Kohlbacher. F. and Kusuma. K. (2012). The effects of brand-cause fit and campaign duration on consumer perception of cause-related marketing in Japan. Journal of Consumer Marketing, 29(5), 357-368.

  • Corbishley, K. M., & Mason, R. B. (2011). Cause-related marketing and consumer behaviour in the greater eThekweni area. African Journal of Business Management, 5(17), 7232-7239.

  • Curra´s-Pe´rez, R. Bigne´-Alcan˜iz, E. & Alvarado-Herrera, A. (2009). The role of self-definitional principles in consumer identification with a socially responsible company. Journal of Business Ethics, 89, 547–564.

  • Drumwright, M.E. and Murphy, P.E. (2001). Corporate Societal Marketing. Bloom, P.N, pp. 162-83.

  • Ellen, P.S., Mohr, L.A. and Webb, D.J. (2000). Charitable programs and the retailer: do they mix? Journal of Retailing, 76(3), 393-406.

  • Gao, Y. (2009). Corporate social responsibility and consumers' response: The missing linkage. Baltic Journal of Management, 4(3), 269-287.

  • Gupta, S. and Pirsch, J. (2006). The company-cause-customer fit decision in cause-related marketing. Journal of Consumer Marketing, 23(6), 314-326.

  • Hal Dean. D. (2004). Consumer perception of corporate donations: effects of company reputation for social responsibility and type of donation. Journal of Advertising, 32(4), 91-102.

  • Hamlin, R.P. & Wilson, T. (2004). The impact of cause branding on consumer reactions to products: Does product/ cause fit really matter? Journal of Marketing Management, 20(7/8), 663-681.

  • Henderson, T. and Arora, N. (2010). Promoting brands across categories with a social cause: implementing effective embedded premium programs. Journal of Marketing, 74(6), 41-60.

  • Kim, H., Kim, J., & Han, W. (2005). The effects of cause-related marketing on company and brand attitudes. Seoul Journal of Business, 11(2), 83-117.

  • Larson, J. (1994). If you're not committed, don't bother. American Demographics, 16(12), 16-18.

  • Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The effect of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of Marketing, 68, 16–32.

  • Luchs, M.G., Naylor, R.W., Irwin, J.R. & Raghunathan, R. (2010). The sustainability liability: potential negative effects of ethicality on product preference. Journal of Marketing, 74(5), 18-31.

  • Luo, X. (2005). A contingent perspective on the advantages of stores' strategic philanthropy for influencing consumer behaviour. Journal of Consumer Behaviour, 4(5), 390-401.

  • Marin, L. & S. Ruiz, (2007). I need you too! Corporate identity attractiveness for consumers and the role of social responsibility. Journal of Business Ethics, 71: 245-260.

  • Moosmayer, D.C. and Fuljahn, A. (2010). Consumer perceptions of cause related marketing campaigns. Journal of Consumer Marketing, 27(6), 543-549.

  • Patel, J.D. Gadhavi. D.D. and Shukla. Y.S. (2017). Consumers' responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention. International Review on Public and Nonprofit Marketing, 14(1). 1-18.

  • Rokeach, M. (1973). The Nature of Human Values. Free Press. New York, NY.

  • Ross,.J.K., III, Patterson, L. T., & Stutts, M. A. (1992). Consumer perception of organization that use Cause Related Marketing. Journal of the Academy of Marketing Science, 20(1), 93-97

  • Russell, D.W. & Russell, C.A. (2010). Here or there? Consumer reactions to corporate social responsibility initiatives: Egocentric tendencies and their moderators. Marketing Letters, 21, 65-81.

  • Saks, A.M. (2006). Antecedents and consequences of employee engagement. Journal of Managerial Psychology, 21(7), 600–619.

  • Sheikh S.R.and, Zee R.B., (2011). Corporate social responsibility or cause-related marketing? The role of cause specificity of CSR. Journal of Consumer Marketing, 28(1), 27-39

  • Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38, 225–243.

  • Strahilevitz, M. and Myers, J. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24(4), 434-446

  • Subrahmanyan, S. (2004). Effects of price premium and product type on the choice of cause-related brands: a Singapore perspective. Journal of Product & Brand Management, 13(2), 116-124.

  • Szykman, R. L., Bloom, N. P. and Levy, S. A (1997). A proposed model of the use of package claims and nutrition labels. Journal of Public Policy & Marketing, 16(2), 228-241.

  • Till BD, Nowak LI (2000). Toward effective use of cause-related marketing alliances. Journal Production Brand Management, 9(7): 472-484.

  • Tülin, E., & Swait, J. (2004). Brand credibility and its role in brand choice and consideration. Journal of Consumer Research, 31(1), 191-199.

  • Varadarajan, P.R. & Menon, A. (1988). Cause-Related Marketing: a Coalignments of Marketing Strategy and Corporate Philanthropy. Journal of Marketing, 52, 58-74.

  • Vitell, S., Paolillo, J. and Singh, J. (2005). Religiosity and consumer ethics. Journal of Business Ethics, 57(2), 175-181.

  • Vivek Aggarwal, Vinod Kumar Singh. (2019). Cause-related marketing and start-ups: moderating role of cause involvement. Journal of Global Responsibility. 10(1), 16-30.

  • Webb, D.J. & Mohr, L.A. (1988). A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned. Journal of Public Policy & Marketing, 17(2), 226-238.


Abstract Views: 302

PDF Views: 1




  • Dimensions and Consequences of Cause Related Marketing: A Conceptual Framework

Abstract Views: 302  |  PDF Views: 1

Authors

Anu Bhardwaj
Assistant Professor, Jagannath International Management School, Vasant Kunj, India
Bilal Mustafa Khan
Professor, Aligarh Muslim University (AMU), India
Vikas Nath
Director, Bharati Vidyapeeth Institute of Management and Research, New Delhi, India

Abstract


Marketer these days are expected to satisfy all stakeholder and the most important stakeholder is general public, that exist in the society. Companies across the world are engaging in philanthropic strategies like Cause Related Marketing (CRM) in which company agrees to contribute fixed amount towards selected social cause for each unit sold. This paper undertakes methodical analysis of prevailing work for better understanding and recording of the dimensions impacting CRM strategy and it possible consequences. This researcher deliberate on variables, that have not be studied together before. For better understanding and execution, dimensions of CRM, have been categorized into Consumer specific and Company specific. This study aims to propose an integrated conceptual framework of interrelationships of variables that have potential to mitigate the impending problems of organization. Finally, it suggests that relationship exists amid the dimensions and consequences of CRM. This study will have social, managerial and academic implications.

Keywords


Corporate Social Responsibility, Cause Related Marketing, Consumer Behavior, Consumer Attitude, Brand Credibility.

References