Can Cause-Related Marketing (CRM) ‘Light’ up the Brand Image? An Insight into the Perceptions of Jordanian Consumers

Tareq N Hashem ,Mohammad Niqresh

doi:10.7176/ejbm/12-36-02

Abstract

The main aim of this research study is to examine the influence of Cause-Related Marketing (CRM) campaigns on the perceived brand image, brand loyalty and intention to buy among Jordanian customers. A self-administered questionnaire was distributed to 300 shoppers by using convenience sampling in Amman, Jordan. The results of the study showed that CRM is mainly used by corporations in order to demonstrate their commitment to charitable behavior and Corporate Social Responsibility (CSR). The study revealed that customers in Jordan understand the underlying idea and purpose of CRM practice and have clear perceptions and attitudes about it. Keywords : Cause-Related Marketing (CRM), Brand Image, Purchase Intention, Solidarity Purchase, Brand Loyalty, Consumer Buying Behavior, Commitment to Society. JEL Classifications: M31 DOI: 10.7176/EJBM/12-36-02 Publication date: December 31 st 2020

Highlights

Tesco for Schools, Box Tops for Education, TOMS shoes and Live Strong are a few of the most popular Cause Related Marketing (CRM) campaigns today
There are several recent examples of CRM practice for example the CRM campaign launched by Tommy Hilfinger which raised over 50% to Breast Health International (Mϋler, Fries and Gedenk 2014), eBay’s “Giving Works” campaign which raised more than half a billion of US dollars for charities (Andrews et al 2014)
This current paper aims at understanding the influence of CRM or as is it widely known "cause marketing" on the brand image among customers in Jordan within three variables which are: Purchase Intention, Solidarity Purchase and Brand Loyalty

Summary

Introduction

Tesco for Schools, Box Tops for Education, TOMS shoes and Live Strong are a few of the most popular Cause Related Marketing (CRM) campaigns today. Miyazaki (2007) support that even though marketers tend to rely more heavily on CRM strategies to increase sales there is disagreement regarding whether a retailer should partner with causes offering high or low fit levels with its core business practices This current paper aims at understanding the influence of CRM or as is it widely known "cause marketing" on the brand image among customers in Jordan within three variables which are: Purchase Intention, Solidarity Purchase and Brand Loyalty. The authors in that definition have used the word "Philanthropy" as a reference to the voluntary deeds that a company does to community From another perspective Anghel and others (2011) define CRM as "A commercial activity by which business and charities or causes form a partnership with each other to market an image, product or service for mutual benefit" Methodological approach and theoretical framework of the study you need to explain how you arrived at the proposed theoretical model (study model – please don’t use the term instead use the term “theoretical framework”) by making reference to the relevant CRM literature that is, any previous studies that have shed light onto the variables that you have incorporated in the study

Brand Image Intention Solidarity Loyalty

Findings

Diploma or less