The purpose of this article is to investigate the basis of conveying a socially responsible image of organisations through a cause-related marketing (CaRM) approach.
The research was conducted mainly through the evaluation and review of material on the subject area, i.e. secondary research.
The findings of the research indicate that CaRM has the potential to improve an organisation’s stance in the society and depict it as a socially responsible entity. One major finding of the research is that without an appropriate and relevant “strategic fit”, time and effort invested in CaRM might prove futile.
The limited material on the subject of CaRM in general and its relationship with CSR in particular makes the task of preparing such a paper something of a challenge.
The results show that the quality of an organisation’s image and reputation in the eyes of its stakeholders can be influenced by its CSR-related initiatives. However, the firm should invest time and money to make this feasible.
The absence of a strategic fit between a firm and its cause could prove to be counter-productive in the society vis-à-vis its corporate image and reputation.
This paper adds to previous CSR- and marketing-related research and publications and aims to provide an insight into the dynamics of CaRM.
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