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Article
Publication date: 28 November 2018

Kambiz Heidarzadeh Hanzaee, Mona Sadeghian and Saeed Jalalian

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

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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.

Article
Publication date: 1 March 2006

Ioanna Papasolomou and Marlen Demetriou

A corporation’s reputation is one its most important assets, affecting its competitive advantage as well as building both financial and social success. Corporate reputation…

Abstract

A corporation’s reputation is one its most important assets, affecting its competitive advantage as well as building both financial and social success. Corporate reputation depends on how the company conducts or is perceived as conducting its business. The ability to build a sustainable corporate reputation is more important than ever before as stakeholders are more educated, more knowledgeable, and more demanding. This paper discusses the efforts of two of the largest financial service organisations in Cyprus to build a sustainable corporate reputation through an emphasis on Cause‐Related Marketing. It paper analyses the effectiveness of such cause related marketing for building and sustaining a corporate reputation.

Details

Social Responsibility Journal, vol. 2 no. 3/4
Type: Research Article
ISSN: 1747-1117

Keywords

Article
Publication date: 1 January 2003

Tony Lachowetz and James Gladden

To date, cause-related sport marketing (CRSM) has not received much academic attention. However, it is particularly relevant given recent estimates on the amounts that will be…

Abstract

To date, cause-related sport marketing (CRSM) has not received much academic attention. However, it is particularly relevant given recent estimates on the amounts that will be spent on cause-related efforts in 2002. Therefore, the purpose of this article is to set forth a framework for managing cause-related sport marketing programs. The framework is derived using both past research on causerelated marketing and branding theory. It theorizes the necessary conditions that must be present if the CRSM program is to result in the intended outcomes of 1) enhanced brand image, 2) enhanced brand loyalty and 3) consumer brand switching.

Details

International Journal of Sports Marketing and Sponsorship, vol. 4 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 October 2006

Shruti Gupta and Julie Pirsch

Cause‐related marketing activities are increasingly becoming a meaningful part of corporate marketing plans. This paper aims to examine the relationship between the company, cause…

12192

Abstract

Purpose

Cause‐related marketing activities are increasingly becoming a meaningful part of corporate marketing plans. This paper aims to examine the relationship between the company, cause and customer, and how fit between these three groups influences consumer response via generating a positive attitude toward the company‐cause alliance and purchase intent for the sponsored product.

Design/methodology/approach

Two studies are carried out, first among students and second among consumers.

Findings

Two studies (study 1=232 students, study 2=531 consumers) demonstrate that company‐cause fit improves attitude toward the company‐cause alliance and increases purchase intent. Additionally, this effect is enhanced under conditions of customer‐company and customer‐cause congruence, and the consumer's overall attitude toward the sponsoring company. Skepticism about the company's motivation for participating in a cause‐related marketing initiative was not relevant to consumer purchase decisions.

Research limitations/implications

Results from these studies suggest that consumers may in fact make two different assessments of the sponsoring company in a cause‐related marketing campaign. One assessment may be more cognitive where the consumer compares his or her own identity to that of the company: “Is this company like me? Are our identities alike?” The second assessment is more affective or emotional: “Do I like this company? Do I feel positively about this company?” The strength of the consumer sample suggests that when building a cause‐related marketing program, marketing managers should select a cause that makes sense to the consumer to be a partner in the alliance, build a general positive feeling toward their brand, and limit any self‐serving promotion of the cause‐related marketing alliance to the target consumer population.

Originality/value

The paper provides useful information on the relationship between the company, cause and customer, and how the fit between these three groups influences consumer response.

Details

Journal of Consumer Marketing, vol. 23 no. 6
Type: Research Article
ISSN: 0736-3761

Keywords

Book part
Publication date: 18 October 2016

Ana Ramos, Helena Alves and João Leitão

This chapter aims to understand to what extent the use of cause-related marketing, can become a tool of strategic positioning and differentiation for influencing consumption…

Abstract

This chapter aims to understand to what extent the use of cause-related marketing, can become a tool of strategic positioning and differentiation for influencing consumption decisions of a critical type of external stakeholder, that is, the customers (participants and non-participants), in the context of school sports events. Accordingly, quantitative empirical research was carried out resorting to a questionnaire. A sample of 829 pupils in mainland Portugal was gathered, covering both participants and non-participants in School Sports events associated with food products, namely, Compal Air and Nestum Rugby. The results reveal that customers’ perception of the attributes of social responsibility and of the general attributes of the brand has a positive influence on consumption decisions, especially with regard to participants in this type of event. In addition, individual motivations, determining the decision to participate or not in events, are found to influence the consumption decision.

Details

Corporate Responsibility and Stakeholding
Type: Book
ISBN: 978-1-78635-626-0

Keywords

Article
Publication date: 15 September 2023

Vibhas Amawate

Cause-related B2B marketing programs involve sponsoring organisations working with B2B suppliers with the help of non-profit organisations (NPOs) on practises relating to…

Abstract

Purpose

Cause-related B2B marketing programs involve sponsoring organisations working with B2B suppliers with the help of non-profit organisations (NPOs) on practises relating to environmental friendliness, workforce diversity, human rights, safety, philanthropy and business ethics. The study aims to identify the combinatory factors driving the adoption of Digital B2B platforms for managing cause-related B2B marketing programs.

Design/methodology/approach

The study adopts an innovative approach of fuzzy-set qualitative comparative analysis (fsQCA) on data collated from top corporations in India supporting cause-related B2B marketing programs. Sponsoring organisations and NPO dyads (i.e. survey both) filled out an email survey on 264 cause-related B2B marketing programs.

Findings

The study establishes that the combination of technological, organisational and environmental factors would lead to the adoption of Digital B2B platforms in managing cause-related B2B marketing programs. The study identifies six combinations of these factors for adopting Digital B2B platforms within and across sponsoring organisations and NPOs.

Practical implications

The study findings would aid cause-related B2B marketers in developing Digital B2B platforms’ capabilities by understanding the different combinations of factors driving adoption. Digital B2B platforms’ capabilities can improve market performance if developed as core competencies.

Social implications

The study findings would enable improvements in the implementation and performance of cause-related B2B marketing programs. Better management of cause-related B2B marketing programs would help increase beneficiary coverage and the realisation of societal goals.

Originality/value

To the author’s knowledge, this is the first study to apply the TOE framework in conjunction with complexity theory to explain the diffusion of adoption of Digital B2B platforms for managing cause-related B2B marketing programs.

Details

Journal of Business & Industrial Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0885-8624

Keywords

Article
Publication date: 14 March 2023

Dominyka Venciute, Migle Kazukauskaite, Ricardo Fontes Correia, Marius Kuslys and Evaldas Vaiciukynas

The aim of the article is to analyze the effect of cause-related marketing on the attitude–behaviour gap of green consumption in the cosmetics industry. Specifically, the authors…

1584

Abstract

Purpose

The aim of the article is to analyze the effect of cause-related marketing on the attitude–behaviour gap of green consumption in the cosmetics industry. Specifically, the authors examine the relationship between attitude towards the environment, attitude towards green consumption, subjective norms of green consumption, green consumption intention, green consumption behaviour and cause-related marketing.

Design/methodology/approach

A cross-sectional research design was used to test the results of a random sample of 241 respondents and quantitative research was conducted using the data collected through an online questionnaire.

Findings

The research expanded the current knowledge on the effect of cause-related marketing on consumers’ green purchase behaviour and the findings suggested that green cosmetics producers and sellers should clearly define their target audience before choosing the type of cause-related marketing, as it mainly influences those consumers who have a positive attitude towards green consumption.

Research limitations/implications

The implications of the research are relevant for marketing specialists, managers and agencies who are looking to promote green cosmetics products.

Practical implications

Before promoting green cosmetics products, it is important to understand who the target consumer is and whether they have a positive attitude towards the environment, green consumption and also if they are affected by acquaintances’ opinions.

Originality/value

The study contributes to the already existing academic literature by providing a greater understanding of the effect of cause-related marketing on the attitude–behaviour gap of green consumption.

Details

Journal of Contemporary Marketing Science, vol. 6 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

Article
Publication date: 28 February 2019

Ji Young Lee and Kim K.P. Johnson

The purpose of this paper is to investigate the effect of four types of cause-related marketing (CRM) strategies on consumer responses to a fashion brand and to assess the…

3159

Abstract

Purpose

The purpose of this paper is to investigate the effect of four types of cause-related marketing (CRM) strategies on consumer responses to a fashion brand and to assess the relative effectiveness of each.

Design/methodology/approach

An experiment was conducted with young adult consumers (n=344) and undergraduates (n=415). Using a between-subject design, each participant was randomly assigned to one of four CRM scenarios and completed a questionnaire.

Findings

Across all CRM conditions, the effect of CRM strategy on consumer responses (e.g. perceived brand distinctiveness/credibility/attractiveness, customer–brand identification, brand attitude, customer loyalty) was significant. The effect of corporate social responsibility image on perceived brand distinctiveness was strongest for cause-related event marketing, followed by cause-related experiential marketing, transaction-based CRM and sponsorship-linked marketing.

Practical implications

By providing information about the relative effectiveness of four types of CRM strategies, this research aids fashion marketers in their selection of the CRM strategy that generates the best performance. Adding an event component to their CRM activity would increase the effect of CRM strategies on consumer responses.

Originality/value

This research contributes to the extant literature on CRM by identifying types of CRM strategies, their relative effectiveness, and key variables (e.g., C–B identification) that explain the impact of CRM strategies on consumer responses.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 23 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 26 September 2008

Apisit Chattananon, Meredith Lawley, Numchai Supparerkchaisakul and Lackana Leelayouthayothin

The purpose of this paper is to describe research which tested a Thai model of cause‐related marketing's impact on corporate image.

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Abstract

Purpose

The purpose of this paper is to describe research which tested a Thai model of cause‐related marketing's impact on corporate image.

Design/methodology/approach

Data were gathered from 1,071 participants in an established award winning cause‐related program in Thailand and analyzed using multiple regression.

Findings

Findings indicated that a cause‐related marketing program can create positive attitudes toward corporate image. One specific demographic characteristic of respondents, household income level, showed a significant influence with participants from lower income households developing more positive attitudes than those from higher income households.

Research limitations/implications

The data were gathered from participants in one program only, hence future research could extend these findings to other programs to test their generalisability.

Practical implications

The proposed model serves as a basis for marketers to understand the influence of a cause‐related marketing program on the attitudes of Thai consumers who participated in the program toward corporate image. The results highlighted the importance of matching the company, its target market, participants in the program and the communication about the program to achieve desired results.

Originality/value

This empirical study contributes to cause‐related marketing research by focusing on a previously unresearched group, the participants in a program. In addition it was undertaken in an emerging market, Thailand.

Details

International Journal of Emerging Markets, vol. 3 no. 4
Type: Research Article
ISSN: 1746-8809

Keywords

Book part
Publication date: 18 April 2011

Georgiana F. Grigore

The increasing importance of corporate social responsibility in recent years has been largely discussed, mainly as a part of business strategies to cope with growing environmental…

Abstract

The increasing importance of corporate social responsibility in recent years has been largely discussed, mainly as a part of business strategies to cope with growing environmental challenges. Discourses regarding corporate social responsibility intensified with the emergence of financial crisis. Many of these debates refer to the role CSR plays in society and reasons for a company to involve in supporting social causes in times of crisis.

Details

Governance in the Business Environment
Type: Book
ISBN: 978-0-85724-877-0

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