Cause-related marketing: Building the corporate image while supporting worthwhile causes

Abstract

An increasing number of corporations are realizing the benefits that can be derived from cause-related marketing (CRM) and are therefore adopting it as a marketing tool to achieve their marketing objectives, by demonstrating a commitment to improving the quality of life in the communities in which they operate. This aim of this paper is to identify the level of consumer knowledge with regard to the involvement of companies in CRM, and examines the value and importance of CRM in enhancing the corporate image of Cypriot businesses. The research methodology focuses primarily on a survey of 820 people and on personal interviews with the marketing managers of two companies that use CRM in Cyprus and a third company that is actively involved in intensive corporate social responsibility (CSR) activities but not CRM. The results of this research indicate that the majority of consumers expect corporations to be actively involved in activities of CSR, one of which is CRM.