Examining company experiences of a UK cause‐related marketing campaign

Docherty, Sylvie; Hibbert, Sally

doi:10.1002/nvsm.227

Cited by 29 publications

(31 citation statements)

References 18 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The focus of both social and business objectives in commercial context has been referred to as cause-related marketing, that is, a way to commercialize an organization's social responsibility initiatives where it is seeking both financial and nonfinancial returns from social contribution (Docherty & Hibbert, 2003;Lichtenstein, Drumwright, & Braig, 2004). The data analysis shows how NPOs will take advantage of business opportunities through network ties such as an alliance to generate financial revenues and business growth from the commercial counterpart.…”

Section: Theme 2: Financial Resources-competency Trustmentioning

confidence: 99%

The Role of Relationally Embedded Network Ties in Resource Acquisition of British Nonprofit Organizations

Eng

Liu

Sekhon

2011

Nonprofit and Voluntary Sector Quarterly

View full text Add to dashboard Cite

As nonprofit and charity organizations face increasing competition, there have been growing interests in how nonprofit organizations conduct commercial activities to raise funds as well as grow their business. However, there is lack of prior research about market-oriented and/or commercial activities in the context of nonprofit business. This study examines the process of how nonprofit organizations use relationally embedded network ties to acquire financial, human, and human capital resources to fulfill their social mission and achieve business growth. The study investigates commercial activity of three U.K.-based nonprofit organizations using the case study method. The findings contribute to insights into components of network ties for acquiring three different network resources of financial, human, and human capital. Nonprofit organizations leverage social mission to improve their ability to acquire network resources. The findings also suggest the charity and social mission of nonprofit business enhance trustworthiness in relationally embedded network ties for resource acquisition.

show abstract

Section: Theme 2: Financial Resources-competency Trustmentioning

confidence: 99%

The Role of Relationally Embedded Network Ties in Resource Acquisition of British Nonprofit Organizations

Eng

Liu

Sekhon

2011

Nonprofit and Voluntary Sector Quarterly

View full text Add to dashboard Cite

show abstract

“…It appears to be a new way of adding value to brands so as to satisfy growing consumer demands for demonstrations of social commitment (Pringle & Thompson, 1999). CRM expresses corporation responsiveness to social concerns while raising funds for a good cause (Docherty & Hibbert, 2003). Furthermore, CRM can enhance business credibility (Broderick et al, 2003) and corporate reputation (Cone et al, 2003).…”

Section: Consumers Consumers Consumersmentioning

confidence: 99%

“…The corporations are not alone in reaping the benefits of this process; charities and social causes also profit through financial gains and support (Docherty & Hibbert, 2003;Polonsky & Wood, 2001). Furthermore, CRM programmes give free publicity, PR and public awareness not only to the cause but also to the for-profit organisation (Andreasen, 1996;Wood, 1998).…”

Section: I I Introduction Ntroduction Ntroduction Ntroductionmentioning

confidence: 99%

Cause related marketing: consumers' perceptions and benefits for profit and non-profits organisations

Farache

Perks

Wanderley

et al. 2008

BAR, Braz. Adm. Rev.

View full text Add to dashboard Cite

This study is an attempt to understand consumers' perceptions regarding Cause Related Marketing [CRM]. The research findings were based on a survey of 200 consumers in the Brighton area and published data. The research aim was focused on the consumers' perception of the alliance between corporations and non-profit organisations. The research found that consumers have a better perception of firms that work with charities and good causes than those that do not. They believe that the partnership between corporations and charities has an impact on the good of society. However, they are aware that corporations themselves benefit from this partnership. Concerning good causes, consumers prefer to support those related to Children. The researchers noticed that an individual connection with a cause might have considerable influence on consumer attitudes and behaviour in relation to a specific cause.

show abstract

“…Other corporations have decided to offer sustainable products guaranteed by their own intra-company sustainable efforts and their brand prestige (i.e., Tim Horton's' Coffee Partnership) (Tim Horton's, 2012), but without depicting a recognizable fair trade label on its products. In other cases, companies are joining cause-related marketing initiatives, considering them as reasonable alternatives to build customer loyalty and increase sales under the socially responsibility perspective (Docherty & Hibbert, 2003;Drumwright & Murphy, 2001).…”

Section: The Institutionalized Era Of Fair Tradementioning

confidence: 99%

Why Do Consumers Buy Fair Trade Products? An Evolutionary Perspective Using the Theory of Consumption Values

Pousa¹,

Núñez²

2014

JMS

View full text Add to dashboard Cite

Fair trade (FT) is a widely recognized and accepted model of exchange for goods and services, which has matured over several decades of evolution. Although Fair Trade products are increasingly important in many markets, research has neither provided a comprehensive framework to analyze this evolution nor provided a rationale that explains why this evolution took place. The purpose of this paper is twofold. First, we aim at integrating the different eras in the evolution of FT into a comprehensive framework that can facilitate the comparison between studies. Second, we aim at explaining this evolution from the perspective of the individual consumer using the Theory of Consumption Values (TCV). We propose that, as the organizational and marketing strategies evolved for FT products, a corresponding evolution at the consumer level took place. This evolution refers to the individual beliefs of the customer who is seeking and perceiving a set of values on FT products. The paper presents an innovative perspective, as well as implications for theory and practice.

show abstract

Examining company experiences of a UK cause‐related marketing campaign

Abstract: ABSTRACT

Cited by 29 publications

References 18 publications

The Role of Relationally Embedded Network Ties in Resource Acquisition of British Nonprofit Organizations

The Role of Relationally Embedded Network Ties in Resource Acquisition of British Nonprofit Organizations

Cause related marketing: consumers' perceptions and benefits for profit and non-profits organisations

Why Do Consumers Buy Fair Trade Products? An Evolutionary Perspective Using the Theory of Consumption Values

Contact Info

Product

Resources

About