Sustainable, Socially Responsible Business: The Cause – Related Marketing Case. A Review of the Conceptual Framework

Galan-Ladero, M. Mercedes; Casquet, Clementina Galera; Valero-Amaro, Victor; Barroso-Méndez, María Jesús

doi:10.9770/jssi.2013.2.4(4)

Cited by 27 publications

(24 citation statements)

References 31 publications

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“…The first is focused on the definition, conceptualization and specification of the CRM domain [41][42][43][44][45][46]. The second investigates consumer behaviour towards CRM [19,[47][48][49][50][51][52]. Nevertheless, it has to be acknowledged that, despite the growing interest in the theoretical debate, the causal relationships between consumption behaviours and CRM are still not fully explored, since the studies are mainly of a theoretical-descriptive nature.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Cause related marketing (CRM) campaigns meet companies and consumers' duties. CRM identifies campaigns in which companies engage in social and ethical initiatives donating a portion of their income to a specific cause in response to consumer purchase [19,20]. CRM assumes the participation of both actors of the economic system: companies that have to implement social and ethical initiatives, consumers have to purchase products associated to these initiatives.…”

Section: Introductionmentioning

confidence: 99%

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Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry

et al. 2019

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The current study investigates the willingness of Millennial consumers towards several corporate social responsibility initiatives carried out by food companies. More specifically, it explores four cause related marketing campaigns implemented by food companies to spread corporate social responsibility. The analysis was carried out in Italy by administering a structured questionnaire to 308 consumers. The willingness of participants to switch a chocolate snack of their favourite brand to another with similar characteristics but produced by a company supporting different social and environmental causes was assessed in four different scenarios. The study uncovered the effects of both loyalty towards the brand and trust in cause related marketing on consumers’ willingness to support different corporate social responsibility initiatives. The findings unveiled the willingness of Millennials to support companies’ social and environmental initiatives. Both trust and loyalty played a key role in affecting consumers’ willingness to support corporate social responsibility initiatives of food companies. Social and environmental concerns as well as socio-demographics aspects are also significant in supporting cause related marketing campaigns. The study has shed light on the preference of consumers towards corporate social responsibility and cause related marketing. Specifically, it provides marketing insights on the initiatives most preferred by consumers to which companies should address their efforts.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry

et al. 2019

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“…CSR has developed into an important agenda, and its scope has expanded from responsible business to strategic decision-making [1]. A strategic approach to CSR is an effective and necessary competitive tool that can allow firms to ensure their survival and sustainable growth in a competitive market environment [2]. If social needs, environmental limits, and corporate interests are collectively well-orchestrated, firms can achieve competitive advantage and sustainable growth through CSR [3].…”

Section: Introductionmentioning

confidence: 99%

Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism

et al. 2020

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Cause-related marketing (CRM) has been a crucial concept of sport marketing literature in the professional sport context. However, there is little evidence available to address the effectiveness of CRM when the levels of sport fans' embedded psychological characteristics helping others are considered. The present study aimed to investigate the influence of sport fans' perceived CRM motive of a sport team on fan attitude and purchase intention for the team-licensed products, and the moderating effects of sport fans' altruism on the relationships among these variables in the context of the Korean professional baseball league. A total of 164 Korean baseball fans participated in the present study. Results revealed that sport fans' perceived CRM motive significantly affected fan attitude and purchase intention for the team-licensed products, and fan attitude also had a significant impact on purchase intention. Moreover, sport fans' altruism had significant moderating effects on the relationships between perceived CRM motive and purchase intention, as well as team attitude and purchase intention for the team-licensed products. Consequently, the present study might demonstrate that professional sport fans with high altruism are more likely than fans with low altruism to evaluate the motive of a team's CRM campaign as cause-oriented and show their support for the campaign.

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“…The growth of business interest in CRM is reflected in the increasing number of studies published on the topic in a variety of journals. The literature identifies two main streams of research in CRM‐related studies (Galan‐Ladero et al , ). The first is centered on defining, conceptualizing, and specifying the domain of CRM (e.g.…”

Section: Introductionmentioning

confidence: 99%

Understanding factors influencing consumer attitudes toward cause‐related marketing

Ladero

Casquet

Singh

2014

J of Philanthropy and Mktg

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Cause‐related marketing (CRM) has proliferated as a marketing strategy and is being employed by numerous brands across product categories. Despite its widespread popularity, not much is known about the factors that influence consumer attitudes toward CRM. In this study, we investigate the antecedents of consumer attitudes toward CRM, specifically sociodemographic characteristics, consumer susceptibility to interpersonal influence, and mediating role of consumer values. We test causal relationships employing a partial least squares‐based structural equation model. The data are collected via a structured questionnaire resulting in 456 valid responses. Our study demonstrates that attitudes toward CRM are influenced by sociodemographic characteristics with personal values acting as mediator. In addition, our findings show that consumer susceptibility to interpersonal influence affects the importance given to values, which in turn influences attitudes toward CRM. Our study makes theoretical contributions in the domain of CRM, specifically regarding the role of personal values, interpersonal influences, and sociodemographic factors in influencing attitudes toward CRM. In addition, the findings have relevance for managers responsible for their CRM campaigns.Copyright © 2014 John Wiley & Sons, Ltd.

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Sustainable, Socially Responsible Business: The Cause – Related Marketing Case. A Review of the Conceptual Framework

Cited by 27 publications

References 31 publications

Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry

Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry

Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism

Understanding factors influencing consumer attitudes toward cause‐related marketing

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