Non-profit Foundation and Brand Alliances as a Reputation Management Tool

Cause‐related marketing in pandemic context—The effects of cause‐brand fit and cause‐brand alliance on customer‐based legitimacy and reputation

“…Trust was found to have a substantial effect on customers' intention to support cause–brand alliances (Till & Nowak, 2000). Cause–brand alliances signal good corporate citizenship (Lafferty, 2009), allowing firms to leverage the gains in reputation, legitimacy, and customers' trust reached through such alliances (Kırcova & Gürce, 2019). Brands making alliances with familiar causes build their brand trust and reputation, especially when entering new marketplaces (Singh & Duque, 2020).…”

“…Brands form alliances with causes to indorse mutual interests in the public perception of their legitimacy (Kırcova & Gürce, 2019). Cause–brand alliances are a means for firms to implement CRM initiatives to build up trust and, ultimately, enhance their reputation and legitimacy (Du & Vieira, 2012).…”

“…Brands form alliances with causes to indorse mutual interests in the public perception of their legitimacy (Kırcova & Gürce, 2019).…”

“…CRM research has mainly focused on investigating the factors linked with the efficacy and success of CRM campaigns (Christofi et al, 2015; Vrontis et al, 2020; Yucel‐Aybat & Hsieh, 2021), neglecting other outcomes, such as reputation and legitimacy (Kırcova & Gürce, 2019), and mediators/moderators, such as trust (Kim et al, 2015) and betrayal (Rego & Hamilton, 2021). This study incorporates the institutional perspective of organizational legitimacy (Suchman, 1995) and reputation (Fombrun et al, 2000) to investigate why customers challenged the legitimacy and reputation of brands engaging in CRM campaigns during the COVID‐19 outbreak when considering cause–brand fit (Yang & Mundel, 2021) and cause–brand alliance (Lafferty, 2007, 2009).…”

La responsabilidad social corporativa y su relación con la ventaja competitiva en los clientes internos de las empresas del sector transporte de pasajeros en Lima Metropolitana en el 2023

“…La reputación es un recurso intangible muy importante para las empresas según la teoría basada en los recursos ya que, puede ofrecer una fuente más sostenible en el tiempo de venta competitiva y aplicarse a las relaciones públicas como herramienta de gestión de relaciones. Algunas empresas para mejorar su reputación forman alianzas con otras empresas y organizaciones sin fines de lucro para promover sus intereses compartidos en los bienes y servicios que brindan y en la precepción del público sobre su confiabilidad (Kircova & Gürce, 2016).…”