The impact of cause-related marketing campaigns on the reputation of corporations and NGOs

Bianchi, Enrique Carlos; Daponte, Gaspar Gracia; Pirard, Leticia

doi:10.1007/s12208-020-00268-x

Cited by 4 publications

(1 citation statement)

References 54 publications

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“…Bhattacharya ( 2017 ) reveal that voluntary and strategic corporate social responsibility initiatives generate the most sustainable mutual benefit to the firm itself and its social beneficiaries. Firm’s cause-related campaign and/or social responsibility positively affects consumers’ attitudes toward the firm (Bianchi et al, 2020 ; Waris & Hameed, 2020 ), and it also encourages employees to be regular, punctual, sincere, ethical, honest, and dutiful and not to strike (Sureshchandar et al, 2002 ). This factor can be a vital indicator of a focus on wellbeing in the healthcare context.…”

Section: Literature Review and Development Of Propositionsmentioning

confidence: 99%

Customer-perceived service wellbeing in a transformative framework: Research propositions in the area of health services

Islam

Muhamad

Sumardi

2021

Int Rev Public Nonprofit Mark

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Customer-perceived service wellbeing (CPSW) refers to a positive response resulting from the experiential, relational, processual, and interactive character of a service or service situation that contributes to individual customer wellbeing and broader societal wellbeing. This paper aims to offer a conceptual model of the relationships between the wellbeing-focused dimensions of a firm’s activities and CPSW. Building on scholarly insights from the marketing logic and transformative service research (TSR) literature, the paper develops a series of research propositions to articulate the relationships in the conceptual framework. On the basis of the literature review, five wellbeing-focused dimensions of a firm’s activities have been identified as antecedents to CPSW and five customer factors have been identified as potential moderators of the relationship between the wellbeing-focused dimensions and CPSW. This paper reveals arguments in the existing literature to promote a deeper understanding of the impact of the firm’s wellbeing-focused activities on CPSW in light of moderating effects of customers’ psychological and behavioral characteristics. The managerial implication resulting from the framework and the propositions presented here is that managers and service providers need to identify and understand both the wellbeing-focused dimensions of their business and the psychological and behavioral characteristics of their customers; in healthcare services, specifically, both are necessary in order to improve CPSW. This paper highlights a new perspective to better understand the mechanisms of transformative service design that firms should pursue to influence CPSW. This paper offers a theoretical framework depicting how CPSW is generated through the effective unification of the roles of businesses and customers in the context of healthcare services and provides researchers with a new outlook for the development of a multidisciplinary societal wellbeing model.

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Section: Literature Review and Development Of Propositionsmentioning

confidence: 99%

Customer-perceived service wellbeing in a transformative framework: Research propositions in the area of health services

Islam

Muhamad

Sumardi

2021

Int Rev Public Nonprofit Mark

View full text Add to dashboard Cite

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Impact of CSR on non-financial performance and the mediating role of trust and reputation: Indian manufacturing employees’ perspectives

Dasgupta

Bhatia

Singh

et al. 2021

Int Rev Public Nonprofit Mark

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Back to the roots of cause-related marketing – A systematic literature review of cooperation motives

Stötzer,

Kaltenbrunner

2024

Int Rev Public Nonprofit Mark

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Based on a systematic literature review, this paper explores the motives for cooperation between nonprofit organizations (NPO) and companies as profit organizations (PO) in the context of cause-related marketing (CrM) partnerships. CrM is a marketing and fundraising tool which combines the purchase of products with a “good cause” and has already gained significant attention in theory and practice as a widespread practice of corporate social responsibility. However, research often focuses on specific aspects and primarily on the perspective of consumers (i.e., their purchase or support intentions), while only a few studies deal with the motives that NPO and PO pursue with such intersectoral collaboration. Overall, the findings indicate that research on the NPO’s view is particularly limited and that CrM is generally based on a bundle of motives or (both financial and non-financial) goals, with the self-interested perspective of PO appearing to be dominant. The paper suggests several avenues for further research and advocates a stronger focus on fundamental questions that were raised decades ago but have not been adequately answered since the origins of CrM.

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The impact of cause-related marketing campaigns on the reputation of corporations and NGOs

Cited by 4 publications

References 54 publications

Customer-perceived service wellbeing in a transformative framework: Research propositions in the area of health services

Customer-perceived service wellbeing in a transformative framework: Research propositions in the area of health services

Impact of CSR on non-financial performance and the mediating role of trust and reputation: Indian manufacturing employees’ perspectives

Back to the roots of cause-related marketing – A systematic literature review of cooperation motives

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