International Journal of Business and Management; Vol. 11, No. 11; 2016
ISSN 1833-3850 E-ISSN 1833-8119
Published by Canadian Center of Science and Education
A Journey of Cause Related Marketing from 1988 to 2016
Thamaraiselvan Natarajan1, Senthil Arasu Balasubramaniam1 & Daniel Inbaraj Jublee1
1
Department of Management Studies, National Institute of Technology, Tiruchirapalli, India
Correspondence: Thamaraiselvan Natarajan, Department of Management Studies, National Institute of
Technology, Tiruchirapalli, India. Tel: 91-431-250-3705. E-mail: selvan@nitt.edu
Received: September 18, 2016
Accepted: October 9, 2016
Online Published: October 27, 2016
doi:10.5539/ijbm.v11n11p247
URL: http://dx.doi.org/10.5539/ijbm.v11n11p247
Abstract
Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and practitioners in
disciplines of marketing. The increasing number of publications by various authors in this area reflects its
importance. In this work, we review research papers on CrM that have been published in peer-reviewed journals
in the past two decades to provide insights to researchers and practitioners into the various factors that influence
the success of CrM. This study summarizes and critiques empirical findings found in cause-related marketing
literature from 1988-2016 (August). Three hundred and two papers published in reputed journals during this
period are reviewed. The review also identifies knowledge gaps in the area of CrM.
Keywords: cause-related marketing, brand-cause fit, purchase intention, corporate philanthropy
1. Introduction
Cause-related marketing has been an integral part of marketing for two decades. The concept of CrM was
introduced in 1983 by American Express in partnership with Ellis Island Foundation during the restoration of the
Statue of Liberty, aimed at raising $1.7 million. It has, since then, been adopted globally by business
organizations as a mainstream marketing tool and paving the way for researchers to uncover the aspects of
philanthropic behavior.
The underlying principle of profit-motivated giving by organizations has emerged as a differentiation strategy to
position themselves as a socially responsible corporate citizen in the mind of consumers. Companies are in a
highly competitive market flooded with various brands that are equal in quality and price. Intensely competitive
business environments necessitate constant evolution in marketing strategies to suit times and situations. The
widespread acceptance of CrM strategy globally has been a motivational factor for researchers to discover the
underlying factors affecting CrM.
There has been an increasing trend among researchers in the field of marketing to study CrM. The present study
contributes to the existing body of knowledge in the following ways:
It reviews academic research papers in the area of CrM from 1988-2016 (August). There have been, to the best
of our knowledge, no prior studies that have performed a descriptive analysis to trace the pattern of research in
CrM from its inception.
Earlier literature papers on CrM have focused on data mining techniques and Google Ngram. This study, on the
other hand, focuses on the findings of research papers on a variety of research themes in the area. This study will,
therefore, help future researchers working in the field of CrM to have a better and organized idea of knowledge
available so far.
The collection of research findings, presented in this paper, will give researchers insights into gaps in the field
and will help in advancing research in CrM.
The paper has been structured as follows: Section 1 describes the methodology adapted to identify relevant
literature for our study. Section 2 describes the descriptive analysis carried out towards understanding the
distribution of studies in terms of the year of publication, research paper type, research methods used,
geographical context of studies and journals published. Section 3 discusses the research theme identified and
findings of studies addressing the research themes. Section 4 identifies research gaps and recommends directions
for future research. The limitations and conclusion are given in Section 5.
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Table 1. Definitions of cause related marketing
Definitions
Source
The process of formulating and implementing marketing activities that are characterized by an offer from the firm to
contribute a specified amount to a designated cause when Consumers engage in revenue-providing exchanges that
satisfy organization and individual objectives.
The process of formulating and implementing marketing activities that are characterized by contributing a specific
amount to a designated nonprofit effort that, in turn, causes consumers to engage in revenue providing exchanges.
Commercial activity by which businesses and charities or causes form a partnership with each other to market an
image, product or service for mutual benefit.
(Varadarajan
&
Menon, 1988)
(Mullen, 1997)
(Adkins, 2000)
A strategic positioning and marketing tool which links a company or brand to a relevant social cause or issue, for
(Pringle
mutual benefit.
Thompson, 2001)
The joining of not-for-profit charity and a commercial company in an effort to raise funds and build awareness for
(Polonsky & Speed,
the cause while building sales and awareness for the profit partner.
2001)
The action through which a company, a nonprofit organization, or a similar entity markets an image, a product, a
service, or a message for mutual benefit.
&
(Marconi, 2002)
A general alliance between businesses and non-profit causes that provide resources and funding to address social (Cui, Trent, Sullivan,
issues and business marketing objectives.
& Matiru, 2003)
Donating a percentage of revenue from the sale of specific items during an announced period of support.
(Kotler & Lee, 2005)
Commercial activity by which business and charities or causes form a partnership with each other to market an Cause
image, product, or services for mutual benefit.
Marketing
Forum (2014)
2. Methodology
The paper conducted a systematic review of research articles published in peer reviewed journals between 1988
and 2016 (August) in the field of cause-related marketing. The literature search for the keyword “cause-related
marketing” was carried out in the abstract, keyword list and title in the databases. This search produced 485
research papers. The full manuscript of each research paper was reviewed to remove articles that were not related
to CrM. The review resulted in 302 research articles related to CrM that were published in peer-reviewed
journals.
The papers were examined for relevance and duplication. Papers with cause-related marketing on the title were
taken for review. Papers published in conference proceedings, working papers, and theses were not considered
for the study. A descriptive analysis carried out for further classification of the research papers based on year of
publication, research paper types, research methods, journal of publication. The structure, key word search was
conducted on the following databases:
EBSCO, SAGE Publications, JSTOR, Emerald Full Text, Springer, John Wiley, Publications, Elsevier, Taylor
and Francis, ABI/INFORM.
3. Descriptive Analysis
3.1 Distribution of Research Papers across Years
Academic research in the area of CrM started with a seminal study by (Varadarajan & Menon, 1988). There has
been a steady increase in the number of research papers in this field since then, as seen in Figure 1. The early
period (1988-1999) of research in CrM shows a trivial pattern and infrequent publications. The later period
shows significant increase in the number of publications. The years between 2011 and 2016 appear to have had
maximum number of publications with 45 % of all articles being published during this period. Thus, CrM has
elicited considerable interest among academicians and researchers in the past decade.
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Figure 1. D
Distribution off research articles across the years
3.2 Distribbution of Reseaarch Papers byy Type
The dissem
mination of ressearch articless by type - emp
mpirical versus conceptual - iis graphically shown in Figu
ure 2.
In the periiod, 1988-20022, the numberss of conceptuall and empiricaal research pappers were almoost equal. There has
been a conntinuous development of theory in CrM litterature at reguular time intervvals. The concceptual papers have
been empiirically tested and the propoosed relationshhips have beenn evaluated. Thhe conceptual papers contrib
buted
only 17 per cent of thee total numberr of papers, ccompared to 668 per cent off empirical pappers in this period
(2003-2016). The numbber of concepttual paper in last eight yeaar is a positivee sign that CrrM literature keeps
k
evolving w
with respect to the time and ddevelopments.
Figuree 2. Distributioon of research aarticles by type
3.3 Distribbution of Reseaarch Papers byy Research Meethod
The dissem
mination of ressearch articles by research m
methods is grapphically shownn in figure 3. IIn CrM literatu
ure, it
appears thhat most work employed survvey research m
methods, follow
wed by experim
mental methodds. In most stu
udies,
a stimulus was given in order to enhannce the responndents understaanding. A rangge of research methods inclu
uding
case studiees, interviews, and focus grooups, have beenn used by reseaarchers.
The researrch papers aree classified baased on dominnant research method emplooyed by reseaarchers for sak
ke of
simplificattion. The reseaarchers have ussed a combinaation of researcch methods in m
many studies.
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Figure 3. Distribution of reesearch articles by research m
method
3.4 Geograaphical Contexxt of Studies
Researchers from 40 couuntries have contributed signnificantly tow
wards understannding CrM. It appears from table
2 that reseearch in CrM iss in nascent staages in many ddeveloping couuntries, and thhus it is a fertille ground for future
f
research inn both developped and develooping nations. The United S
States emergedd as the most eextensively stu
udied
geographiccal context in majority of sttudies and conntributed to 355% of publicattions in CrM. Developed na
ations
such as U
United Kingdoom, Australia, Taiwan, Spaiin, and Canadda have also sshown keen innterest in rese
earch
towards CrrM as evidencced by the increeasing numberr of papers from
m these regionns.
Table 2. G
Geographical coontext of studies
Country
Total
Countryy
Tottal
Counntry
Total
Australia
17
Portugaal
3
Banggladesh
1
Brazil
1
Romaniia
2
Jordaan
1
Canada
13
Singapoore
2
Iran
6
China
10
Sloveniia
1
Kenyya
1
Cyprus
4
South A
Africa
1
Polaand
2
Denmark
3
Spain
13
US
105
Egypt
2
Swedenn
1
Greeece
2
Finland
3
Taiwan
16
Frannce
2
Germany
10
Thailannd
3
Austtria
1
India
11
Turkey
1
Croaatia
1
Ireland
1
Kingdom
United K
16
Omaan
1
Israel
1
Indonessia
2
Pakistan
5
Italy
7
Malaysiia
5
New
w Zealand
9
Japan
1
Netherlaands
4
Norw
way
5
Korea
6
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3.5 Distribution of Research Papers across Journals
Research papers in the area of CRM have been published in about 114 journals. The journals that had a
significant number of publications are listed in Table I. It is seen that CRM-related papers are being published in
journals that specialize in areas as varied as marketing, brand management, advertising, retailing, corporate
social responsibility, services marketing, and emerging markets. Journals catering to marketing appear to focus a
lot on CRM and nearly 46%of research papers in these journals are in this area. The Journal of nonprofit &
public sector marketing (20) and Journal of business ethics (18) have the maximum number of publications in
the area of CRM. Papers related to CRM are published in journals indexed in Social Science Citation Index
(SSCI), Scopus, American Psychological Association (PsycINFO).
Table 3 indicates excellent opportunities for academic research in CrM and the possibility of publishing papers
in reputed journals. In particular, research papers dealing with CrM appear to have an edge over other areas of
marketing in terms of suiting the scope of a variety of journals belonging to different functional genres.
Table 3. Distribution of research papers in journals
S.No
Journal of Publication
Total
Indexed
1
Journal of Nonprofit & Public Sector Marketing
20
PsycINFO
2
Journal of Business Ethics
18
SSCI
3
International Journal of Nonprofit and Voluntary Sector Marketing
11
PsycINFO
4
International Review on Public and Non Profit Marketing
10
Scopus
5
Journal of Consumer Marketing
9
Scopus
6
Journal of Product & Brand Management
8
Scopus
7
Journal of Marketing Communications
7
Scopus
8
Journal of Marketing
6
SSCI
9
Corporate Communications: An International Journal
5
Scopus
10
European Business Review
5
Scopus
11
International Journal of Advertising
6
SSCI
12
Journal of Advertising
5
SSCI
13
Journal of the Academy of Marketing Science
5
SSCI
14
The international journal of business in society
5
Scopus
15
International Journal of Bank Marketing
4
Scopus
16
International Journal of Social Economics
4
Scopus
17
International Marketing Review
4
SSCI
18
Journal of Business Research
5
SSCI
19
Journal of Marketing Practice: Applied Marketing Science
4
Scopus
20
European Journal of Marketing
5
SSCI
21
Journal of Brand Management
3
Nil
22
Journal of Consumer Psychology
4
SSCI
23
Journal of Public Policy & Marketing
3
SSCI
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24
Journal of Retailing
3
SSCI
25
Journal of the Academy of Marketing
3
SSCI
26
Psychology & Marketing
4
SSCI
27
Total Quality Management & Business Excellence
3
SSCI
28
California Management Review
2
SSCI
29
Journal of Advertising Research
2
SSCI
30
Journal of Management & Organization
2
SSCI
31
Journal of Services Marketing
3
SSCI
32
Sport Management Review
2
SSCI
33
Accounting, Auditing And Accountability Journal
1
SSCI
34
American Journal of Public Health
1
SSCI
35
Baltic Journal of Management
1
SSCI
36
Corporate Social Responsibility and Environmental Management
1
SSCI
37
Journal of Public Policy & Marketing
1
SSCI
38
Journal Of Consumer Behavior
1
SSCI
39
Journal of Marketing Research
1
SSCI
40
Australian Journal of Management
1
SSCI
41
Nonprofit and Voluntary Sector Quarterly
1
SSCI
42
Marketing Letters
1
SSCI
43
Third World Quarterly
1
SSCI
4. Research Themes
A summary of empirical findings of research papers with significant findings are presented for the convenience
of the readers. The full texts of papers are reviewed and they are categorized into five research themes namely
brand-cause fit, partnership dynamics, brand equity, consumer attitude and behavior, Campaign characteristics.
The research themes are categorized based on the findings of (Guerreiro, Rita, & Trigueiros, 2015).
4.1 Brand-Cause Fit
Brand-cause fit is studied both as antecedent and consequence in CrM literature. Subsequent studies has also
used them as moderator and mediating variables in CrM. This signifies the importance of brand-cause fit in the
success of CrM campaigns. There are studies that postulate that brand-cause fit does not have any influence on
impact of CrM campaigns and some state brand-cause fit play a significant role in influencing consumer’s
attitude towards CrM. The brand-cause fit is thus being subjected to cultural and geographical context of
consumers. The brand consciousness, brand awareness, and brand attitude play a major role in determining the
congruence between the brand and cause. Consumers expect the social cause supported to be in alignment with
brand image. The congruence between the brand and cause is always considered as being very important in CrM
campaigns. The findings relating to brand-cause fit are presented in Table 4.
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Table 4. Research findings on Brand-cause fit in CrM
Source
Significant Contribution
(Pracejus & Olsen, 2004)
The brand-cause fit plays significant roles in accomplishment of the CrM campaign.
(Hamiln & Wilson, 2004)
The “fit” between the product and social cause plays a major role in the success of CrM campaign.
The brand-cause fit do not have significant influence on CrM messages. The consumers with high brand
(Xiaoli & Heo, 2007)
consciousness have positive feeling towards brand-cause fit when compared to consumers with low brand
consciousness.
The brand cause fit does not always play a vital role in influencing the consumer attitude and purchase
(Lafferty, 2007)
intentions.
(Bigné-Alcañiz, Currás-Pérez,
Ruiz-Mafé,
&
Sanz-Blas,
2011)
(Chéron,
Kohlbacher,
&
The brand attitude formation and attitude towards corporate social responsibility is amplified when
consumers perceive high cause-brand fit.
The high brand cause fit and longer duration of the CrM campaigns creates positive attitudes towards CrM
Kusuma, 2012)
campaigns and women are more positively influenced by CrM campaigns than men.
(Myers, Kwon, & Forsythe,
The brand-cause fit creates a positive impact on the CrM campaign by enhancing the consumers altruistic
2012)
brand motivation.
4.2 Partnership Dynamics
The partnership between for-profit and nonprofit organizations plays a crucial role in CrM. When formulating a
CrM campaign, both parties must ensure that the campaign is a win-win for both organizations. Many studies
have focused on the factors that play a major role in forming a successful partnership. The studies addressing the
partnership characteristics are given in Table 5.
Table 5. Research findings on partnership dynamics in CrM
Source
Significant Contribution
There should be a careful evaluation of the non-profit partner organization for CRM campaigns and the
(Larson, 2001)
employees must be happy with the association. This will enhance the corporate image that will, in turn,
help organizations attract more talented employees to the organization.
For-profit organizations must select nonprofit organization partners on the basis of the commercial
(Bennett, 2002)
feasibility rather the philanthropic policies due to the increased CrM budgets.
Both sponsorship and CrM help in establishing a positive image of the organization among customers,.
(Dong-Jenn Yang, 2007)
However, only CrM helps with sales promotion. The organization selecting a most supported cause leads
to greater increase in its image and sales revenue.
(Du, Hou, & Huang, 2008)
CrM is a marriage between the non-profit and for-profit organizations for mutual benefit.
(Runté, Basil, & Deshpande,
2009)
(Lee
The for-profit organizations must ensure that they have fully understood the motives of the non-profit
organization beyond the funding and they should work together to increase their image and reduce the risk
in CrM for the non-profit organization.
Thomas,
Mullen,
Fraedrich, 2011)
&
Organizations must invest time and money in partnering with a charity organization that supports a cause
that is appealing to the customer base.
The for-profit and non-profit organizations should evaluate their partnership and their CrM activities
(Svensson & Wood, 2011)
before presenting it to customers. If their campaigns are perceived to be commercial rather than altruism, it
will backfire against both organizations. The CrM campaigns have equal share of advantages and
disadvantages
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The implementation strategy should be formulated both by sponsoring organization and nonprofit
(Liu, 2013)
organization for attaining their desired objectives.
(Boenigk & Schuchardt, 2014)
Non-Profit organizations implementing CrM along with luxury firms can be successful in generating a
large quantum of donations towards the cause.
The collective findings suggest that the success of CrM is significantly influenced by the proper selection of
non-profit organization partner. CrM reflects on the credibility of both non-profit and profit motivated
organization. Customers tend to judge and rely on the fact that non-profit organizations involved in the campaign
have better visibility and transparency in their operations. The non-profit organization should be able win the
trust and faith of customers, which will result in framing a positive frame of mindset towards the CrM campaign.
If the organizations fail to identify a suitable partner, it will lead to disastrous results. There are many instances
in which a non-profit organization with a bad reputation raises skepticism towards the campaign. The for-profit
organization must identify credible non-profit partners supporting worthy causes that are perceived as nonbiased
in nature with a wider appeal to customers. The findings show that organizations must select their nonprofit
partner after evaluating the latter’s credibility and image among customers.
4.3 Brand Equity
From the time of inception of cause-related marketing strategy, CrM has been known to enhance brand image
among the target customers (Varadarajan & Menon, 1988). Initially CrM was seen as a course-correction tool for
organizations with negative reputation. Now, brands involved in CrM are perceived to be altruistic in nature and
socially concerned organizations.
The advantages of CrM in branding initiatives show that customers consider brands along with the non-profit
organization and cause supported in CrM campaign as whole representations of the brand. Any negligence in
framing the advertising strategy or wrong selection of nonprofit partner results in tarnishing the brand image
among customers. Some studies that have explained the role of CrM on branding are given in Table 6.
Table 6. Research findings on brand equity in CrM
Source
Significant Contribution
CrM is a successful strategic tool for both for-profit and non profit companies and brand and cause act as
(Till & Nowak, 2000)
stimuli for customers in participating in CrM promotions.
CrM campaigns can influence customers for brand switching and nonprofit organizations get increased
(Chaney & Dolli, 2001)
visibility among customers.
CrM builds customer loyalty and enhances the distinctiveness of brands and causes becoming a part of brand
(Lafferty, 2001)
personality.
(Lafferty, Goldsmith, & Hult,
The fit between the partners plays a significant role in customers’ acceptance of the alliance and the cause is
2004)
more benefited than the brand in the alliance.
The product-cause relatedness has a direct impact on product brand and corporate credibility influences the
(Kim, Kim, & Han, 2005)
(van
den
corporate attitude.
Brink,
Odekerken-Schröder,
&
Pauwels, 2006)
(Shu-Pei, 2009)
(Ahmad,
Batool,
Quarshi,
Rubaltelli,
Tedeschi, 2010)
The tactical CrM do not have an impact on brand loyalty either with high or low involvement products.
The motivational attributes of donor brand influences the consumers to participate in the campaigns.
Hunjra, & Niazi, 2010)
(Baghi,
Brand loyalty of customers is increased by strategic CrM campaigns involved with low involvement products.
The customers switch to brands supporting causes and CrM is a potential strategic tool for attaining
competitive edge.
& The organizations involved in CrM by ways of integrated mental accounting should communicate that
supporting good causes is a primary attribute of the brand rather than secondary attribute of the brand.
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(Demetriou, Papasolomou, &
Vrontis, 2010)
(Corbishley & Mason, 2011)
(Barone, Miyazaki, & Taylor,
2000)
(Baghi & Gabrielli, 2012)
Vol. 11, No. 11; 2016
The consumers are ready to switch brands for supporting causes.
Customers are ready to switch brands for helping worthy causes supported by companies and CrM helps in
building organization image.
Consumers tend to select brands of the organizations that are involved in supporting the causes.
The co-branding strategy should be adopted by both non-profit and for-profit brands in CrM campaigns.
In a competitive business environment CrM can be very effective in increasing market share and it is evident
from studies that customers are ready to switch brands for supporting good causes. Consumers are also ready to
pay the price premium charged for supporting social causes and are more conscientious in selecting brands
which contribute back to the society (Company, 2015). Campaigns with hedonic products have a negative
influence on customer’s attitude towards CrM. Products of high involvement are not suited to be associated with
CrM campaigns. CrM can revamp brand images with properly executed CrM campaigns. There should be a
careful evaluation of nonprofit partners and brand ambassadors involved in the campaign; any negative
reputation of partners will cause drastic and inverse effect to the brand as whole.
4.4 Consumer Attitude and Behavior
According to the theory of planned behavior (Ajzen, 1991), behavior is an outcome of positive intentions. In the
context of CrM, the challenge lies in creating a favorable intention towards the product or brand that is
associated with the cause. These positive intentions influence behavior, in this case, the purchase intention of the
product. According to attitude accessibility theory, the desired behavior takes place when the attitude is highly
accessible from memory(Fazio, Powell, & Williams, 1989). If the purpose of advertising is to persuade purchase
behavior of cause-related products then organizations should focus not only on the customer attitude but also
accessibility from memory. Many studies have focused on factors that frame positive outlook towards the
product in consumer mindset, which result in favorable behavioral output.
Table 7. Research findings on consumer attitude and behavior in CrM
Source
Significant Contribution
(Ross, Patterson, & Stutts,
Consumers accept CrM to be a good way to support causes and they develop a favorable attitude towards both
1992)
sponsoring and nonprofit organization.
(Mizerski,
Mizerski,
& The amount of donation mentioned in the CrM ads do not influence customers purchase intention and the
Sadler, 2002)
cause supported is not required to be associated with the sponsoring organization.
The charity attitudes of the consumers are influenced when the organization involved in the CrM campaigns
(Basil & Herr, 2003)
and this should have a positive effect among customers
Consumers show some involvement towards CrM when the cause involvement is high and donation size is
(Hajjat, 2003)
low.
(Trimble & Rifon, 2006)
Cause-familiarity influences customer perception about compatibility of sponsoring organization and cause.
The customers showing low involvement in CrM campaigns are influenced by communicating local impact of
(Grau & Folse, 2007)
(Grau,
Garretson,
Pirsch, 2007)
causes and CrM ads portraying output of the campaign.
&
Companies must communicate donation amount in advertisements and consumers compare the price of
product with size of donation amount and if the donation amount is low it creates a negative attitude towards
sponsoring organization.
Customers show a positive attitude towards advertisements with CrM messages. The positive impression of
(Xiaoli & Heo, 2007)
CrM occurs mainly on consumers’ attitudes toward the company, to a certain extent than their attitudes toward
the brand or advertisement.
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(Tangari, Folse, Burton, &
The organizations should expand their efforts in creating a positive attitude towards CrM campaigns for
Kees, 2010)
benefits of brand and consumer participation.
(Folse, Niedrich, & Grau,
2010)
The larger donation size of CrM campaign will help the consumer understand the altruistic motives of
organizations and if the purchase quantity is higher than expected, a negative attitude results towards CrM
campaigns.
(Moosmayer & Fuljahn,
2010)
The donation size influences the good will of customers towards CrM.
(Hyllegard, Yan, Ogle, &
Consumers develop more positive attitude towards CrM campaigns when the amount donated is clearly
Attmann, 2010)
communicated in advertisements.
(Anuar
&
Mohamad,
2011)
(Fuljahn & Moosmayer,
2011)
The cause proximity does not influence the attitude of male consumers towards CrM but women customers are
more influenced by cause proximity.
Consumers are not prepared to pay more for products that have high donations towards causes.
The findings point to the fact that customers develop a positive attitude towards organizations that adopt CrM. It
also increases customer loyalty towards products supporting causes. Organizations must effectively
communicate the intention behind the campaign to customers in order to benefit from CrM. The advertisements
should be altruistic in nature and the amount donated and cause supported must be revealed in an appealing
manner to customers.
The donation size has a significant role in success of CrM; customers tend to develop a favorable attitude
towards campaigns with larger donation size. Smaller donation sizes are perceived to be marketing gimmicks
rather than an altruistic efforts and causes skepticism among customers. The emotional satisfaction of the
customer purchasing a product with large donation size is high. Thus, large donation sizes appear to reduce
customer skeptism to a noticeable extent.
4.5 Campaign Characteristics
Cause selection is a very critical factor for decision makers because the theme of advertisements and marketing
strategy must revolve around the cause and customers must be persuaded to feel empathetic towards the cause.
The cause importance and familiarity of the cause directly influences the attitude towards the cause brand
alliance (Lafferty, 2007; Lafferty & Edmondson, 2009). The studies on the campaign characteristics are listed in
Table 8.
Table 8. Research findings on campaign characteristics in CrM
Authors
Significant Contribution
(Kelley, 1991)
The cause selected for CrM promotions should have a local and national appeal and CrM
generates goodwill towards the organization among customers.
(Scott & Solomon, 2003)
Social marketers need to provide some benefits for consumers participating in the
campaigns to make the campaign profitable to organization, nonprofit and customers.
(Broderick, Jogi, & Garry, 2003)
The customer’s ethical considerations in their purchase decisions result in favorable
attitude towards organization supporting causes.
(Endacott, 2004)
(Hou, Du, & Li, 2008)
Global companies should identify a local good cause for sponsoring.
The cause supported is considered to be a vital factor that influences the attitude towards
product, firm and purchase intention of the customer. So organizations should partner with
worthy cause partner.
(Gupta & Pirsch, 2006)
The company- cause fit influences attitude towards company -cause alliance and purchase
intention of customers. The customer skeptism towards CrM does not play a role in
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purchase intention.
(Upton, 2006)
The organization should communicate the purpose of their association with cause to
customers.
(Sorribas, 2007)
The success of CrM campaigns depends on various factors such as consumer perception,
mechanism of donation, credibility with customers and overall design of the campaign.
(Singh, Kristensen, & Villaseñor, Organizations must ensure that repetitive measures are taken to communicate their
2009)
intention towards supporting causes to consumers to reduce skeptism towards the
organization.
(Gordon & Ko, 2011)
The study present four types of CrM namely altruistic, commercial, social and integrative.
(Stefanie Rosen Robinson, Caglar Giving consumers a role in contribution by providing them with a choice of cause they
Irmak, & Jayachandran, 2012)
wish to support will result in an effective campaign.
(Vanhamme, Lindgreen, Reast, & Marketers working on enhancing the corporate image should select a cause that is found to
van Popering, 2012)
address a primary need of the people.
(Lafferty & Edmondson, 2014)
Cause is more important than cause categories. Consumers are more concerned about
social causes which are of importance to society.
(Hammad, El-Bassiouny, Paul, & The campaign feedback, cause importance and cause proximity are factors that influence
Mukhopadhyay, 2014)
the attitude towards brand and purchase intention.
The findings suggest that the cause selected for campaign plays a vital role in the success of campaign. An
important factor to be considered in formulating a CrM campaign is the relevance and worth of the cause to be
supported. The cause should be locally appealing to customers in campaigns launched in the immediate
neighborhood, and when launching a nationwide campaign, the cause must be one of national concern. Major
brands can concentrate on national causes and regional brands can focus on regional issues for good reach and
response. The selection of the right cause must be followed by effective communication to the customer to
prevent skepticism among them. This will increase consumer participation in campaigns supporting causes.
Customers should also be given a choice to support the cause.
The cause must ideally not address a particular cluster of customers but must appeal to all customers. Causes that
support women centric issues, child abuse, malnutrition for children, education and health issues for children and
awareness programmes for diseases like cancer and AIDS are been supported by many companies. Cause
familiarity is a key driver in the selection of cause for the campaign. Customers must feel associated with the
cause supported. The fit between product and cause supported must be very high in order ensure that the
underlying motive of the campaign is perceived as being altruistic in nature.
5. Future Research Directions
A survey of research in the area of CrM shows that there is a wide scope for future research in this area.
The CrM phenomenon is significantly influenced by cultural impact and traditional factors pertaining to a
specific geographical region. It is impossible to generalize the findings for all countries and this indicates that
there is scope for extensive research; especially in emerging economies in order to understand CrM and its
effects in these countries. Most research has hitherto been carried out in developed nations like United States and
United Kingdom. Therefore, research must be extended to other developing nations.
Each nation has a distinctive consumer cultural background and corporate culture varies from one country to
another. Identifying various factors influencing CrM in different contexts is a challenge to researchers. There is
also opportunity for research to understand the psychological and psychographic characteristics of consumers
that affect their attitude towards CrM (Christofi, Leonidou, & Vrontis, 2015).
The research in the past has largely focused on fast moving consumer goods (FMCG) segment and a little in
sports event sponsorship. Industry-specific knowledge development in CrM is a great opportunity for future
researchers (Stefan Stremersch & Dyck, 2009).
The hedonic and utilitarian product segments, services industries like tourism and hospitality, industrial products,
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fashion and apparels industry are few areas that require domain specific knowledge development for adopting
CrM practices.
Researchers admit that there are many stakeholders in CrM but studies largely focus on the consumer and
companies. The other stake-holders like nonprofit organizations, their characteristics and importance in success
of the campaign have not been extensively studies. The attitude of nonprofit organizations towards CrM and size
of the organizations in cause-related marketing further provides significant research areas (Liston-Heyes & Liu,
2013).
Future research could also consider various factors like selection of cause, selection of nonprofit partner,
communication strategy, cause-brand fit ,celebrity-cause fit, company-cause congruency, donation size, endorser
credibility of endorsers in CrM advertisements, target audience congruency, consumer perception about donating
products that they do not manufacture and factors influencing the branding dimensions of CrM and suggest more
outcome-based factors of CrM (Barone, Norman, & Miyazaki, 2007; Chang & Cheng, 2014) .
Table 9. Research gaps identified
Gaps Identified
Source
The role of cultural differences among consumers in influencing attitude towards CrM. The scenario
based experimental design could be used to analyze the difference in attitude of consumer towards CrM
in specific campaigns and brand.
The role of antecedents influencing the consumer skepticism in CrM campaign, in the context of
products that are potentially harmful to some segment of society to examined.
(Galan
Ladero,
Galera
Casquet, & Singh, 2015)
(Chang & Cheng, 2015)
The cause related sport marketing is identified as promising research ground in CrM literature and
(Yuksel,
impact of psychographic and demographic factors in the context of cause related sport marketing.
Joo, 2016)
There is need to indentify antecedents for cause-related sport sponsorship and research should focus on
(Inoue, Havard, & Irwin,
internal marketing to enhance the perception of employees of sponsor organizations.
2016)
The incorporation of more psychological constructs like mood, self-esteem in new area of CrM
(Hanks, Line, & Mattila,
participation in hospitality industry at presence and absence of self-service devices.
2015)
The role of multifaceted concept of innovation in CrM success and research in direction of how
organizations can attain corporate sustainable competitive advantage.
McDonald,
&
(Christofi et al., 2015)
The CrM research should be reorganized in the direction of value creation and be more
(Andersen & Johansen,
consumer-centric than focusing on economic outcomes.
2014)
There is a need in identification of moderators that impact the relationship between campaign tactics
and strategy design in CrM campaigns.
Cross cultural studies should be done in order to identify factors influencing the attitude towards CrM
in different nations.
(Liu & Ko, 2014)
(Hammad et al., 2014)
Future research must examine the consumer level of skepticism towards CrM campaigns of brands
(Nejati, Amran, & Wen,
using prosocial marketing.
2015)
6. Conclusion and Implications
The main objective of this literature review was to analyze and identify research papers on various research
themes in the field of CrM. This study provides academic researchers and industrial practitioners, a bird’s eye
view of CrM strategy. Finally, Marketers must make good use of CrM campaigns, as they successfully elicit a
positive influence on consumers purchase intention, brand affinity, buying behavior, brand equity, and consumer
perception. The benefits of CrM can be summarized as follows, CrM enhance the brand image, increases the
consumer loyalty, and it gives a distinct competitive advantage over the competitor brands, improves the
employee morale and gives a pride feeling to employees being part of the organization. The CrM has been
accepted a proven successful strategy among nations as it beneficial for both for profit and nonprofit
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organization.
It is seen that a large portion of research on CrM has been carried out in developed nations. The growing
popularity and implementation of CrM in developing nations with various cultural backgrounds indicate strong
mandate for academic research pertaining to the specific cultural factors. CrM is a multifaceted phenomenon and
hence it is important to study the various psychological factors that influence the underlying attitudes affecting
the antecedents and consequences of CrM. The review shows CrM to be a reliable strategic marketing tool in
enhancing consumer participation and brand building.The review article also has a few limitations. First, only
one keyword ‘cause-related marketing’ was used in the study to extract relevant studies. There may be some
other keywords given in other research papers. Secondly, only papers with ‘cause related marketing’ in their
titles were considered for review. Finally, only research articles published in English language were considered.
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