Cause-related Marketing Initiatives Research Articles

Awareness marketing: cause-related marketing without direct contribution

PurposePrior research has investigated the benefit of companies that engage in cause-related marketing initiatives. However, this prior research has not adequately examined cause-related marketing situations when brands raise awareness for a cause without contribution of tangible resources to the cause (i.e. awareness marketing); thus, the purpose of this paper is to introduce and test awareness marketing as a new type of cause-related marketing.Design/methodology/approachThrough four experimental studies with different sample sources, the authors introduce and examine a new type of cause-related marketing (awareness marketing) as well as identify mediating explanatory mechanisms.FindingsAwareness marketing produces similarly heightened purchase intentions to other types of cause-related marketing (e.g. financial donation) when compared to situations where cause-related marketing is not used. Awareness marketing can also lead to higher brand authenticity and brand originality perceptions in some situations when compared to cause-related marketing incorporating a financial donation component or when no cause-related marketing is used. Brand perceptions and consumers’ perceived self-brand connection mediate the relationship from cause-related marketing to purchase intentions.Research limitations/implicationsThis research is limited by conducting studies in only experimental conditions and in one culture. Theoretical implications are provided to the literature on brand authenticity and self-brand connection. In doing so, the authors explain why awareness marketing is evaluated differently than other types of cause-related marketing or marketing without any cause reference.Practical implicationsMarketers would benefit from using awareness marketing (i.e. raising awareness for a cause without direct contribution to the cause) as a lower investment alternative to traditional cause-related marketing efforts.Originality/valueTo the best of the authors’ knowledge, this is the first research to introduce awareness marketing as a new type of cause-related marketing and compare it to traditional types of cause-related marketing, thereby providing novel contributions as to how cause-related marketing can effectively increase purchase intentions without making a financial, product or other tangible contribution to a cause.

True or performative allyship: A matter of perception in search of cause-related marketing authenticity

Cause-related marketing (CRM) has experienced remarkable growth over the past few decades, especially in the hospitality industry. However, concerns have arisen regarding performative CRM allyship, where companies engage in visible public support for a cause without costly actions. Little research has investigated how average consumers respond to such performative allyship. Additionally, while celebrity endorsement has been extensively studied in the context of product marketing, its influence on socially oriented communications remains understudied. Across two pilot studies and three scenario-based experiments, this research defines and differentiates true and performative CRM allyship. Study 1 shows that consumers fail to identify the inauthenticity embedded in performative CRM and hold similarly positive perceptions of true and performative CRM initiatives. Study 2 and Study 3 explore the impact of celebrity endorsements in CRM initiatives and the underlying mechanisms. Two boundary conditions, endorser type (traditional celebrity vs. social media influencer) and endorser-cause fit (expertise vs. experience), are examined to show when performative CRM is justifiable or unacceptable.

Aligning company's business goals, social responsibility and employee happiness in the banking industry

PurposeThis study aims to investigate the role of corporate social responsibility (CSR) to increase the happiness of employees and in the same time contributing to the goals of organization. It is argued that a type of CSR, namely cause-related marketing (CrM) can drive employee happiness at work (HaW) through employee's cause involvement (CI). CrM is activity form of collaboration between companies and nonprofit organizations to sell products or services and donate some portion of the sales to support a cause. The study is needed to understand this CSR action and its effects, in particular on employees as company stakeholders.Design/methodology/approachThe study was conducted by survey questionnaire with sample of 216 respondents employed by a state-owned bank in Indonesia which active in CSR actions. Analysis conducted using PLS SEM method and SMART PLS software.FindingsThe finding confirms that CrM does indeed have an effect on employee happiness, especially if employee's cause involvement in the CrM is evident. The result suggested that CrM initiatives should be promoted together with employee's cause involvement with the program because this will increase the general level of HaW in the organization.Originality/valueThe study is unique because of its effort in aligning three aspects; employee happiness, social responsibility while still takes account for company's business goals. It also addresses a rarely explored yet crucial area in a highly stressed environment: the financial industry in a pandemic situation.

Cause-Related Marketing and Attitude Toward Corporate Image: An Experimental Study

In a world of attention scarcity, cause-related marketing strategies generate a substantially greater impact. The neurophysiological mechanisms that support favorable consumer attitudes toward cause-related marketing messages are, however, rather little understood. This study attempts to comprehend how a marketer may employ cause-related marketing initiatives to improve the company’s reputation as well as how program, company, and product identities affect consumers’ attitude toward the corporate image. Following the classical experimental design, this study uses four stimuli to investigate the effects of cause type and cause category on attitude toward corporate image. The four different stimuli used in this study are exposure to a negative corporate image of a fictitious brand, exposure to a negative corporate image with exposure to cause-related marketing message on Save Amazon Rainforest, exposure to a negative corporate image, and exposure to cause-related marketing message on Educate Homeless Children project, and exposure to a negative corporate image and exposure to cause-related marketing message on feeding the hungry homeless children with a description about the gravity of hunger among the poor homeless children of India. For this study, 1,171 urban Indian consumers were used as the sample. The study suggests that empathy-embedded cause-related marketing communications are characterized by primary need-based humanitarian causes. This study thus validates the mirror neuron hypothesis, which confirms that customer-centricity increases with the degree to which the communication content is similar to that of the respondent. A higher degree of customer-centricity results in a better advertisement attitude, which improves consumer attitude toward the corporate image.

You’re getting warmer: examining a “warmth effect” as antecedent to cause-related purchase intentions for sport-themed CRM

PurposeThe purpose of this paper is to examine how exposure to a cause-related marketing (CRM) initiative involving sport teams affects attitude formation for the team and its amplification of purchase intention for team-branded merchandise. Specifically, this paper assessed the role of distinct measures (warmth, brand attitude, admiration and success) on purchase intention.Design/methodology/approachThe hypothesized model was tested using a 2 (promotion: CRM vs non-CRM) × 2 (team: successful vs unsuccessful) between-subjects design. Following MANCOVA analysis, the moderating effect of success was explored within the sequential moderated mediation model where perceived warmth and brand attitude explicated the effect of CRM exposure on purchase intention.FindingsThe results of this paper suggest that a “Warmth Effect” played a prominent role in shaping consumer perception for sports teams when partnered with a non-profit brand in a CRM appeal. Perceived team success was revealed as moderator, while warmth, brand attitude served as serial mediators on purchase intention.Research limitations/implicationsThis paper provides evidence-based insights to sport marketers to leverage CRM strategy in strengthening brand-related outcomes. Sport marketers may find the CRM strategy useful for engaging “casual” fans. Further analysis is needed to determine the generalizability of this consumer response to CRM in other product domains.Practical implicationsPractical implications include leveraging CRM strategy to strengthen brand-related outcomes (i.e. perceived warmth, brand attitude and purchase intention), while also being mindful of the timing of CRM initiatives to optimize engagement. Sport marketers may find the CRM strategy useful for engaging “casual” fans.Originality/valueThis paper lends clarity to brand attitude formation in the context of CRM. The findings of this paper demonstrate the influence of perceived warmth, brand attitude and success on purchase intention.

Testing the Influence of Donation Message-framing, Donation Size, and Product Type (Androgynous Luxury: Hedonic Vs. Eco-friendly: Utilitarian) on CRM Participation Intention

ABSTRACT Cause-related marketing (CRM) is generally referred to the practice of organizations associating their products with purchase-triggered donations to establish differentiation and to create a meaningful impact. This research study investigates cause-related marketing (CRM) participating intentions of generation Z consumers. Through two experimental studies, this study contributes to the existing literature by shedding light on the impact of donation message-framing, donation size, and product type on CRM participation intentions, thus guiding marketers to design effective CRM campaigns. The findings established that generation Z, who buy androgynous luxury product (hedonic) and eco-friendly product (utilitarian), prefer exact donation message-framing while engaging in CRM initiatives. The present study further revealed that vague donation message-framing and smaller donation size would not appeal generation Z while buying CRM-linked androgynous luxury product as well as eco-friendly product. This research offers insightful observations for marketers to design CRM campaigns effectively by carefully crafting structural elements of the campaign to boost the overall CRM success.

An Explorative Study of How Visceral States Influence the Relationship between Social Proof Heuristics and Donation Behavior When Consumers Are Using Self-Service Kiosks

Self-service kiosks are increasingly being used in situations where a person is out to buy food and/or drinks. Several cause-related marketing initiatives have capitalized on using self-service technology to include small donation requests at the point of purchase. In this context, it is highly likely that during such purchase situations, a person is under the influence of a visceral state like hunger or thirst. This study investigated how a simulated visceral state of thirst could influence donation behavior. More specifically, how donation social proof indicators presented on self-service kiosk screens can impact likelihood to buy. Results of a conjoint study (n = 83) demonstrate that, in a visceral state situation, only a high level of social proof related to donation has a positive impact on likelihood to buy. Any other level of social proof (medium, low and not mentioned), decrease the likelihood to buy in such situations. A scenario simulation analysis shows that cases which included a high level of social proof have relatively higher preference. Consequently, antecedent situational variables like visceral states must be taken into consideration when cause-related marketing activities such as social proof (related to donation) are used in self-service kiosks.

Ethical standards and perceptions of CRM among millennial consumers

PurposeThis study explores the millennial perceptions of cause-related marketing (CRM) in international markets through the lens of an ethical continuum. Literature gaps exist in our understanding of cause-related marketing, ethics and millennials in an international context, with few studies offering insights into successful CRM campaigns in developed vs developing countries. Previous studies have yielded differing responses based on culture, sociodemographic and consumer perceptions.Design/methodology/approachAn exploratory qualitative research method was adopted to build the theory necessary to address this research gap. Semi-structured interviews were conducted with a convenience sample of 155 undergraduate and postgraduate students representing 17 nationalities. Interviews were conducted in two regions (Ireland and United Arab Emirates) representing developed and developing markets.FindingsDiscrepancies exist between millennial consumers when it comes to ethical self-reporting, perceptions of CRM initiatives, choice criteria of CRM offers and purchase intentions. Findings also suggest that there is a relationship between the religious and ethical beliefs of millennials in certain regions. Gender showed no significant differences in perceptions of CRM.Originality/valueThis study examines millennial perceptions of CRM from multiple nationalities in developed vs developing markets. It introduces the ethical continuum in international CRM as a lens to examine perceptions of millennial consumers. The study identifies that millennials should not be treated as a homogenous group, suggesting different choice criteria of millennial consumers based on their ethical standards. It demonstrates emerging support for the role of religion in successful adoption of CRM.

Pink Matters: Impact Of Cause-related Marketing Campaign On Intentions To Test Breast Cancer

PURPOSE: The role of the charity sport event on health promotion has been radically significant. In addition, cause-related marketing (CRM) is one of the most prominent strategies for event organizers to maintain the financial stability of the organization. Although many literatures focus on the business side of CRM, there is a lack of theoretical models that explains the association between CRM predictors and health campaign outcomes considering health behavior. Considering the importance of corporate sponsorship of philanthropic sport events, it is necessary to investigate how a health campaign in the sport event have an impact on stakeholders, especially those who participate in the event. Thus, the purpose of this study is to examine how the campaign is associated with the participant’s health belief and ultimately change their health-promoting behavior using an extended model of CRM campaign. METHODS: The structural equation modeling (SEM) was used to investigate the direct/indirect effects of the campaign on sponsor image and breast cancer test. This study was conducted with 1,000 females (18-56) who participated in the Pink Ribbon Marathon. RESULTS: The overall structural model’s goodness of fit showed excellent (χ2 = 15489.377, p<.01; RMSEA = .049, 90% CI =.046-.052; SRMR =.075; TLI =.910; and CFI =.918). SEM revealed that the following factors of Sponsor Fit (β = .736, p <.01). However, sponsor image, product reputation, and CSR were found to have no significant association with the campaign impact. Also, the findings of the results indicated that the impact of the campaign was found to have statistical significance with Perceived Barriers (β = .151), Perceived Threat (β = .-0.168), Self-Efficacy (β =.405), and Cues to Action (β =.650). All four factors regarding health belief positively influence on the intention to participate in breast cancer test. CONCLUSIONS: The results show that the pink ribbon campaign led to a higher level of the intention for breast cancer test by mediating participants’ existing health beliefs. Also, the effect of the campaign was expanded to creating a positive sponsor image. The findings provide insights into designing their cause-related marketing initiatives for practitioners. More detailed explanations concerning theoretical and practical implications will be presented.

The quest for consumer engagement via cause-related marketing: A mixed method study in an emerging economy

The present study attempts to understand the concept of consumer engagement (CE) in Cause-related Marketing (CRM) context. Utilizing a simultaneous qual + qual mixed method research approach; the authors have attempted to consider two research questions: (1) how online retail organizations operating in India are framing CRM campaigns for enhancing consumer engagement, and (2) what are the factors that motivate consumers to engage with CRM initiatives of online retailers. Integrating the findings of the study with the ‘Hierarchy of Engagement Model’ provided by Grewal et al. (2017b), the authors have proposed a conceptual model of CE in CRM context. Further, the study provides implications for both academics and marketing practitioners.

Understanding and implementing CRM initiatives in international markets

PurposeDrawing from prior research, the purpose of this paper is to outline the benefits of cause-related marketing (CRM) campaigns for the sponsoring multinational organization and the non-profit, to examine the impact of firm–cause fit and how this fit forms and to describe consumer reactions to CRM campaigns. With this backdrop, the paper offers recommendations for how multinational corporations (MNCs) should undertake international CRM activities.Design/methodology/approachA comprehensive literature review, undertaken with a theoretical lens, helps reveal how CRM campaigns can be executed in international markets.FindingsWith accurate country market assessments, MNCs are better prepared to integrate with the local environment and deliver effective CRM strategies and value.Practical implicationsThis paper offers guidance for MNCs that are interested in expanding internationally in terms of how to develop an effective CRM in international markets. In addition, it explores relationship elements that are critical for creating a successful, synergistic relationship between the firm and the non-profit.Originality/valueWhen adopted effectively, CRM can be a valuable tool for firms as they expand internationally, by establishing relationships with local customers. This research suggests guidelines for multinationals to consider as they expand their presence globally and apply CRM in broader contexts.

Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth

This study explored Millennial consumers’ responses to a cause-related marketing (CRM) initiative for a sensitive social cause—lesbian, gay, bisexual, transgender and queer (LGBTQ) homeless youth. Qualitative and quantitative research methods were employed to examine the effectiveness of CRM in generating financial support for LGBTQ homeless youth. Findings revealed that self-cause congruence may be an important factor in determining Millennial consumers’ responses to a CRM initiative for LGBTQ homeless youth; whereas, message frame/appeal may be less important for generating response to such an initiative. Findings also indicated that gender, information processing, guilt, and skepticism influenced Millennial consumers’ attitudes toward brand, attitudes toward cause, and behavioral intentions toward the CRM initiative. These findings offer implications for brands/companies that may wish to engage in CRM initiative in support of sensitive social causes. By addressing a sensitive social cause—LGBTQ homeless youth—findings provide an original contribution to the CRM literature. Findings reveal that self-cause congruence is an important predictor of behavioral intention toward the LGBTQ social cause. This provides an implication for marketers who want to target their relationship-building efforts toward individuals who have demonstrated prior engagement with a social cause. Findings also have implications for brands/companies that wish to develop CRM initiatives for controversial causes.

What Do Managers Think About the Success Potential of CRM Campaigns?

Abstract This research analyzes cause-related marketing (CrM) from the perspective of companies. The study aims to achieve a better understanding about what managers think about CrM by analyzing the level of acceptance and usage of this marketing tool, based on the UTAUT model. Using in-depth interviews as research method, we conclude that managers see the benefit of company partaken in initiatives as such, but not necessarily CrM. The reasons why managers choose to participate in Cause-related Marketing initiatives originate from the mix obtained through improving the firm by doing something considered socially positive. CrM was well evaluated by the participants and considered well positioned in terms of acceptance and usage, based on four factors: performance and effort expectancy, social influence, and facilitating conditions. Interviewees expressed excitement towards CrM and believe in it as a powerful tool to improve the firms’ image and consumers feeling towards it. While the literature uses several concepts (Corporate Social Responsibility or Social Marketing), the interviewees emphasize genuine caring and showing interest, time and funds to support consumers social concerns.

Does charity affect economic bargaining? Exploring gender × social distance interactions

PurposeIn recent years, it is increasingly common to find situations in which economic or financial decisions are combined with philanthropic or charity issues (for example, “pay what you can”, cause-related marketing initiatives and micro-insurance). How do people behave in these situations? This study aims to analyze whether charity impacts agents’ economic behavior and which factors (gender and social distance) influence these decisions.Design/methodology/approachUsing a modified one-period ultimatum game that includes a charitable giving variable, the authors investigate agents’ behavior in economic decisions when philanthropic issues are considered, and they compare this behavior to purely economic negotiation without explicit philanthropic relevance. Using a sample of 352 undergraduate business students, the authors explore the interaction effect between gender and social distance on giving behavior.FindingsThe results of this study show that women offer more than men when philanthropic motivation is involved. However, the solicitation of a charitable sentiment is not an element that substantially shifts the offers beyond the value considered to be economically fair. Finally, women and men are both susceptible to self-image concerns.Research limitations/implicationsThe results enable a more nuanced interpretation of gender differences in economic decisions when philanthropic or charity issues are involved. From a practical perspective, the findings could offer insights relevant to for-profit and non-profit organizations when they plan to provide products, services or investments with positive moral connotations or when they plan fundraising strategies.Originality/valueUnlike existing laboratory studies, this study focuses on the effects that charity has on economic/financial decisions by exploring the interaction effect between the decision-maker’s gender and social distance on the outcome of the negotiation.

Brand prominence in cause-related marketing: luxury versus non-luxury

PurposePast research on cause-related marketing (CRM) suggests that these socially beneficial initiatives can be implemented as co-branding strategies. Little is known, however, about the role of brand prominence, in terms of visual conspicuousness of the two brands that are partner-involved (for-profit and non-profit brands). This study aims to advance a model of moderated mediation that explains how and under what circumstances brand prominence disparity enhances consumers’ attitudes toward CRM co-branded products and increases purchase intentionDesign/methodology/approachThe authors test a model of moderated mediation in two studies. Study 1 shows that the effectiveness of brand prominence disparity is explained by the mediating role of attitude toward a CRM co-branded product. Study 2 demonstrates that this mediation is moderated by the positioning of the for-profit brand partner (luxury vs non-luxury positioning).FindingsResults show that brand prominence disparity has a role in defining consumers’ purchase intention toward a CRM co-branded product through mediation of attitude. Moreover, positioning of the for-profit brand partner moderates the cognitive processes activated by the visual brand prominence. In luxury positioning, a loud visual prominence of the for-profit brand significantly improves consumers’ attitudes and intentions to buy the CRM co-branded product.Originality/valueThe study extends our understanding of how visual brand presence can promote the effectiveness of co-branded CRM initiatives, and it offers practical guidelines for marketers wishing to partner with social causes, while promoting products with luxury or non-luxury features.

Consumers Attitude towards Corporate social Responsibility and Cause-Related Marketing

Cause-related marketing is a modern tool of corporate social responsibility used extensively by many companies. It can become a cornerstone of marketing plan. Various studies have shown ssthat cause-related marketing can positively differentiate business from the competitors and provide an edge that delivers numerous benefits, including: increased sales, visibility, customer loyalty, enhanced company image, positive media coverage and fund raising for a social cause. This article analyses the cause-related marketing concept and its main trends in research. It also examines the impact of cause-related marketing initiatives on consumer attitude as derived from the study of a questionnaire administered to youth.

Encouraging shoplifting prevention with quality relationships

PurposeThe cost to supermarkets from shoplifting is a growing problem. Despite huge investments in formal security measures, supermarkets experience shrinkage and face heavy financial losses. Hence, this paper explores an alternative approach to shoplifting prevention. The purpose of this paper is to propose that quality relationships between a supermarket and its customers could be a viable strategy for shoplifting prevention. A conceptual model is presented at the end of this paper for encouraging shoplifting prevention using a theory of planned behaviour perspective.Design/methodology/approachA systematic search of literature on relationship quality was conducted. Research papers were shortlisted from peer-reviewed journals published between 2007 and 2016. For the convenience of readers, studies on relationship quality are presented in six cross-checked information categories in a table.FindingsThis study produced two results. First, it finds three antecedents of supermarket-customer relationship quality. These are as follows: a supermarket’s participation in corporate social responsibility and cause-related marketing initiatives, a supermarket’s service quality, and a customer’s attachment to a supermarket’s place/location. Second, there are three major effective dimensions of relationship quality. These are as follows: satisfaction, trust, and commitment. The proposed model incorporates factors from both findings, to measure a supermarket-customer relationship quality that may influence intention of customers to engage in shoplifting preventive behaviour.Originality/valueThis research paper has reviewed the existing literature to utilise it in the context of shoplifting prevention, and developed a novel model/framework for effective shoplifting prevention with a theory of planned behaviour perspective.

High-fit charitable initiatives increase hedonic consumption through guilt reduction

PurposePast research on cause-related marketing (CRM) suggests that these socially beneficial initiatives are more effective when linked with hedonic than utilitarian products. Little is known, however, about the process underpinning this effect. This paper aims to investigate why and under what circumstances CRM enhances the appeal of hedonic products by testing the mediation of guilt and introducing the moderating role of cause-product fit.Design/methodology/approachThe authors test a model of moderated mediation in two studies. Study 1 shows that the effectiveness of combining CRM with hedonic consumption is explained by the mediating role of feelings of guilt. Study 2 demonstrates that this mediation depends on the level of fit or congruency between the cause and the product.FindingsResults suggest that CRM campaigns offer the opportunity to improve the consumption experiences of hedonic products by reducing the feelings of guilt intrinsically connected with these options. Moreover, fit moderates the emotional processes activated by CRM initiatives. When fit is high, CRM reduces guilt and improves consumers’ experiences when purchasing hedonic alternatives.Originality/valueThe study extends current understanding of how CRM can promote hedonic consumption and contributes further to research on guilt as an emotion able to promote responsible consumption decisions. Moreover, the study introduces and tests the impact of cause-product fit in predicting consumers’ ethical purchase intention. For managers of hedonic brands, the study offers important implications on how to deploy CRM campaigns to foster better customer experiences.

The effect of corporate social responsibility reputation on consumer support for cause-related marketing

Drawing insights from the theory of planned behaviour, this study examined the determinants of consumer support for cause-related marketing (CRM) across companies with either positive or negative corporate social responsibility (CSR) reputations. With the use of online experimental data (n = 311 college students), similarities and differences in the relationships between the determinants were discussed across two prior CSR reputations. For companies with positive CSR reputations, subjective norm and perceived behavioural control (PBC) appeared to have positive relationships with purchase intention. For companies with negative CSR reputations, attitude towards CRM, subjective norm, and PBC appeared to have positive relationships with purchase intention. For companies with both CSR reputations, affect towards CRM support was not found to be related to purchase intention. Subsequently, purchase intention turned out to influence the development of favourable brand image for companies with both positive and negative CSR reputations. Overall, these findings shed light on the potential that controversial companies with prior negative reputations can restore and enhance their brand image by employing CRM initiatives. Theoretical and managerial implications were discussed.

Cause-Related Marketing and Trust: Empirical Evidence on Pinkwashing

Over the past several years, cause-related marketing (CRM) has become an important tool that many companies use to differentiate themselves from competitors. However, this type of marketing has also received criticism. Consumers are becoming increasingly skeptical about the authenticity of these initiatives because some companies attempt to improve their image by hiding information that may be perceived as negative. Marketing literature has paid more attention to environmental CRM than to initiatives associated with other issues such as health and those related to women's health. However, in recent years, a growing number of companies have implemented actions to support these concerns. This paper aims to contribute to this field by focusing on CRM initiatives to fund breast-cancer research and on their misrepresentations. Combining qualitative and quantitative methods via a semistructured questionnaire, this study confirms the influence of pinkwashing on consumer trust, consumer-perceived risk, and consumer confusion.