A Taxonomy of Cause-Related Marketing Research: Current Findings and Future Research Directions

Gupta, Shruti; Pirsch, Julie

doi:10.1300/j054v15n01_02

Cited by 78 publications

(57 citation statements)

References 19 publications

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“…So organizations should partner with worthy cause partner. (Gupta & Pirsch, 2006) The company-cause fit influences attitude towards company -cause alliance and purchase intention of customers. The customer skeptism towards CrM does not play a role in ijbm.ccsenet.org…”

Section: Campaign Characteristicsmentioning

confidence: 99%

A Journey of Cause Related Marketing from 1988 to 2016

Natarajan

Balasubramaniam

Jublee

2016

IJBM

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Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and practitioners in disciplines of marketing. The increasing number of publications by various authors in this area reflects its importance. In this work, we review research papers on CrM that have been published in peer-reviewed journals in the past two decades to provide insights to researchers and practitioners into the various factors that influence the success of CrM. This study summarizes and critiques empirical findings found in cause-related marketing literature from 1988. Three hundred and two papers published in reputed journals during this period are reviewed. The review also identifies knowledge gaps in the area of CrM.

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Section: Campaign Characteristicsmentioning

confidence: 99%

A Journey of Cause Related Marketing from 1988 to 2016

Natarajan

Balasubramaniam

Jublee

2016

IJBM

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“…Berglind and Nakata (2005) observe that CRM campaigns could become manipulative, encouraging consumers to buy higher-priced products in order to enrich a corporation's coffers. The existence of criticism of this exploitation suggests that a lack of sincere interest in the cause on the part of the corporation may weaken CRM effectiveness (Gupta & Pirsch, 2006;Smith & Stodghill, 1994;Barone, Norman, & Miyazaki, 2007). Indeed, skepticism about the implementation and cynicism about the firm's motives may lower the trust toward CRM offers (Webb & Mohr, 1998).…”

Section: Influences Of Product Price On Crm Effectivenessmentioning

confidence: 99%

“…It is likely that those who have a propensity to give to a charity will seek meaningful avenues to do so, and frequently purchased items rather than occasional purchases provide a better means. Psychological factors are identified to account for why some consumers are more responsive to charity appeals (Basil, Ridgway, & Basil, 2008) and are more willing to purchase from companies that support charitable causes (Basil & Weber, 2006;Gupta & Pirsch, 2006;Madrigal & Boush, 2008;Youn & Kim, 2008). Various dimensions of individual differences may also be considered in the future.…”

Section: Limitations and Directions For Future Researchmentioning

confidence: 99%

“…It has become a major corporate philanthropic trend to donate money to a charity each time a consumer makes a purchase. CRM has been widely accepted in many countries as an effective marketing tool in terms of enhancing consumer perceptions of the long-term image of the sponsoring firm (Berger, Cunningham, & Kozinets, 1999;Bronn & Vrioni, 2001;Brown & Dacin, 1997;Gupta & Pirsch, 2006;Ross, Patterson, & Stutts, 1992) and boosting short-term sales (Strahilevitz, 1999;Strahilevitz & Myers, 1998;Varadarajan & Menon, 1988). For example, 78% of U.S. consumers would be more likely to buy a product associated with a cause and 66% would switch brands to support a cause (Cone 2006Millenial Cause Study, 2006.…”

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confidence: 99%

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To donate or not to donate? Product characteristics and framing effects of cause‐related marketing on consumer purchase behavior

Chang

2008

Psychology and Marketing

168

167

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The present study examines potential influences associated with donation framing, product price, product type, and donation magnitude on cause-related marketing (CRM) campaigns, where money is donated to a charity each time a consumer makes a purchase. In addition to the main effects of the aforementioned factors, experimental results indicate that beneficial effects of product type (i.e., frivolous products bundled with a cause are more effective than practical ones) occur when donation information is framed in absolute dollar terms. The effects of donation framing are found insignificant when the donation magnitude is high. Influences of donation magnitude on CRM effectiveness are limited in high-priced items. When the donation magnitude is constant, a donation amount framed in absolute dollar value is more effective than that in percentage terms for low-priced products, and the opposite is true for high-priced items. In practice, marketers thus stand to gain not only by matching the donation magnitude in their advertised products with the right price but also by an appropriate "framing" of the offered bundles.

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“…Likewise, the associated interventions into social marketing will have to take into account the community trends (Stead, Hastings, & McDermott, 2007), the community interactions to create products (Brent, 2010), the community-organizations interactions (Wehling, 1996), and the community of production planning (Upasani, & Uzsoy, 2008). Also, the citizens are more likely to value companies that devote resources to significant causes for them (Gupta, & Pirsch, 2006).…”

Section: The Use Of Community Concepts and Strategies Would Lead To Amentioning

confidence: 99%

Community strategic relationship and marketing to foster the development of communities and the sustainability of organizations

Juárez

2016

Int. j. psychol. res.

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Article history: Received: 15-08-2015 Revised: 29-11-2015 Accepted: 01-12-2015 Key words: marketing, community, relationship, development, strategy, business sustainability.The purpose of this study was to define community strategic relationship and marketing (CSRM) as a relevant tool to foster the development of communities and the sustainability of organizations. The method was rationalist, theoretical, and conceptual; it comprised the analysis of a propositional structure. Articulated propositions provided a framework for analysis, discussion, and conclusions. After giving a definition of CSRM, several analyses were conducted that determined the uniqueness and usefulness of this approach. These analyses were: 1) the usefulness of the community concepts and strategies in CSRM, 2) the existence of a community approach to different strategic areas or marketing, and 3) the relevance of the use of community concepts and strategies to foster the development of communities and the sustainability of organizations. The conclusion was that CSRM and the use of these concepts and strategies have the potential to be a fruitful research and strategic approach in marketing and in all of organization activities.

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A Taxonomy of Cause-Related Marketing Research: Current Findings and Future Research Directions

Cited by 78 publications

References 19 publications

A Journey of Cause Related Marketing from 1988 to 2016

A Journey of Cause Related Marketing from 1988 to 2016

To donate or not to donate? Product characteristics and framing effects of cause‐related marketing on consumer purchase behavior

Community strategic relationship and marketing to foster the development of communities and the sustainability of organizations

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