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Journal articles on the topic 'Cause-related marketing strategy'

Author: Grafiati

Published: 2 June 2025

Last updated: 31 July 2025

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1

Nejati, Mehran. "Successful cause-related marketing." Strategic Direction 30, no. 8 (2014): 35–37. http://dx.doi.org/10.1108/sd-11-2013-0091.

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Purpose – The purpose of this study is to highlight the importance of cause-related marketing (CRM) and explain the factors which influence the success of a CRM campaign. Design/methodology/approach – Provides a viewpoint article based on the author's experience and expertise. Findings – Through explaining the key factors which impact the success of CRM, this article provided insights to company directors and management consultants. It has been indicated that the three most important attributes of a case for the success of CRM campaigns include importance, proximity and fit of the cause with f

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Varadarajan, P. Rajan, and Anil Menon. "Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy." Journal of Marketing 52, no. 3 (1988): 58–74. http://dx.doi.org/10.1177/002224298805200306.

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Cause-related marketing represents the confluence of perspectives from several specialized areas of inquiry such as marketing for nonprofit organizations, the promotion mix, corporate philanthropy, corporate social responsibility, fund-raising management, and public relations. The authors outline the concept of cause-related marketing, its characteristics, and how organizations, both for-profit and not-for-profit, can benefit from effective use of this promising marketing tool.

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Varadarajan, P. Rajan, and Anil Menon. "Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy." Journal of Marketing 52, no. 3 (1988): 58. http://dx.doi.org/10.2307/1251450.

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Russel, T. Miranda1* John Russell S. Pante2 Rowela Jane B. Delgado3 Felrose Angeline V. Tolentino4. "Gauging the Effect of Cause-Related Marketing in Building Positive Brand Preference Among the Millennials Living in The City of San Fernando, Pampanga." ISRG Journal of Economics, Business & Management (ISRGJEBM) III, no. III (2025): 67–72. https://doi.org/10.5281/zenodo.15486561.

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<em>This study aimed to gauge the effect of a cause-related marketing strategy in building positive brand preference among the millennials of the City of San Fernando, Pampanga. Adhering to a quantitative methodology, an adapted closed-ended questionnaire was used as its primary data collection instrument. The researchers specifically adapted the survey questionnaire from a previous study entitled “A Study on Social Cause-Related Marketing and Its Impact on Customer Brand Preferences,” conducted by Bina and Priya (2015). The study finds that the consumers belonging to the millennia

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File, Karen Maru, and Russ Alan Prince. "Cause-related marketing, philanthropy, and the arts." Nonprofit Management and Leadership 5, no. 3 (1995): 249–60. http://dx.doi.org/10.1002/nml.4130050304.

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Lee, Ji Young, and Kim K. P. Johnson. "Cause-related marketing strategy types: assessing their relative effectiveness." Journal of Fashion Marketing and Management: An International Journal 23, no. 2 (2019): 239–56. http://dx.doi.org/10.1108/jfmm-03-2018-0032.

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Purpose The purpose of this paper is to investigate the effect of four types of cause-related marketing (CRM) strategies on consumer responses to a fashion brand and to assess the relative effectiveness of each. Design/methodology/approach An experiment was conducted with young adult consumers (n=344) and undergraduates (n=415). Using a between-subject design, each participant was randomly assigned to one of four CRM scenarios and completed a questionnaire. Findings Across all CRM conditions, the effect of CRM strategy on consumer responses (e.g. perceived brand distinctiveness/credibility/att

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Liu, Gordon, and Wai Wai Ko. "An integrated model of cause-related marketing strategy development." AMS Review 4, no. 3-4 (2014): 78–95. http://dx.doi.org/10.1007/s13162-014-0061-5.

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Husted, Stewart W., and Francis R. Whitehouse. "Cause-Related Marketing via the World Wide Web: A Relationship Marketing Strategy." Journal of Nonprofit & Public Sector Marketing 10, no. 1 (2002): 3–22. http://dx.doi.org/10.1300/j054v10n01_02.

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Irwin, Richard L., Tony Lachowetz, and John Clark. "Cause-related sport marketing: Can this marketing strategy affect company decision-makers?" Journal of Management & Organization 16, no. 4 (2010): 550–56. http://dx.doi.org/10.1017/s1833367200001929.

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AbstractIn an effort to sustain social responsibility initiatives, cause related marketing (CRM) has become more prevalent in the corporate marketing toolbox, due to the benefits realized by the sponsoring company, such as switching behavior by a desired consumer segment. The utilization of cause related sport marketing (CRSM) has also increased, as corporate entities position firms with high profile sport entities to obtain certain objectives. Little research has examined the impact of such programs on key business stakeholders, which this survey study attempts to address. Analysis of Varianc

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Irwin, Richard L., Tony Lachowetz, and John Clark. "Cause-related sport marketing: Can this marketing strategy affect company decision-makers?" Journal of Management & Organization 16, no. 4 (2010): 550–56. http://dx.doi.org/10.5172/jmo.2010.16.4.550.

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AbstractIn an effort to sustain social responsibility initiatives, cause related marketing (CRM) has become more prevalent in the corporate marketing toolbox, due to the benefits realized by the sponsoring company, such as switching behavior by a desired consumer segment. The utilization of cause related sport marketing (CRSM) has also increased, as corporate entities position firms with high profile sport entities to obtain certain objectives. Little research has examined the impact of such programs on key business stakeholders, which this survey study attempts to address. Analysis of Varianc

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11

Hemphill, Thomas A. "Cause-related marketing, fundraising, and environmental nonprofit organizations." Nonprofit Management and Leadership 6, no. 4 (1996): 403–18. http://dx.doi.org/10.1002/nml.4130060408.

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Das, Neel, Chris McNeil, Richard W. Pouder, and Joseph P. Daly. "Is cause-related marketing a winning strategy? An event study analysis." Journal of Marketing Theory and Practice 28, no. 1 (2019): 43–55. http://dx.doi.org/10.1080/10696679.2019.1662313.

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Arboleda, Ana M., and Julio C. Alonso. "good taste of culture and art: a cause-related marketing strategy." Revista de Métodos Cuantitativos para la Economía y la Empresa 38 (December 3, 2024): 1–20. https://doi.org/10.46661/rev.metodoscuant.econ.empresa.7819.

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Package claims influence product perceptions. Specifically, prosocial information concerning sustainable organisational practices improves product evaluation. This research evaluates the effect of supporting cultural and artistic activities as a claim that influences taste evaluations. Taste is a metaphor for an emotional response to products. We conducted a mixed model experiment: The claim “Supports cultural/artistic activities” is the between-group variable, and four fruits are the within-subject variable (i.e., guava, pineapple, red apple, and green grapes). Descriptive statistics and a MA

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Moosmayer, Dirk C., and Alexandre Fuljahn. "Corporate motive and fit in cause related marketing." Journal of Product & Brand Management 22, no. 3 (2013): 200–207. http://dx.doi.org/10.1108/jpbm-04-2012-0125.

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Till, Brian D., and Linda I. Nowak. "Toward effective use of cause‐related marketing alliances." Journal of Product & Brand Management 9, no. 7 (2000): 472–84. http://dx.doi.org/10.1108/10610420010351394.

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Krishna, Aradhna, and Uday Rajan. "Cause Marketing: Spillover Effects of Cause-Related Products in a Product Portfolio." Management Science 55, no. 9 (2009): 1469–85. http://dx.doi.org/10.1287/mnsc.1090.1043.

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Papasolomou, Ioanna, and Philip J. Kitchen. "Cause Related Marketing: Developing a Tripartite Approach with BMW." Corporate Reputation Review 14, no. 1 (2011): 63–75. http://dx.doi.org/10.1057/crr.2011.1.

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Galan Ladero, M. Mercedes, Clementina Galera Casquet, and Jaywant Singh. "Understanding factors influencing consumer attitudes toward cause-related marketing." International Journal of Nonprofit and Voluntary Sector Marketing 20, no. 1 (2014): 52–70. http://dx.doi.org/10.1002/nvsm.1517.

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Lee Thomas, Michael, Linda Greef Mullen, and John Fraedrich. "Increased word-of-mouth via strategic cause-related marketing." International Journal of Nonprofit and Voluntary Sector Marketing 16, no. 1 (2011): 36–49. http://dx.doi.org/10.1002/nvsm.393.

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Soni, Sheetal. "Cause Related Marketing and Sales Promotion: An Analysis of Comparative Impact on Consumer Attitude." NMIMS Management Review 30, no. 03 (2022): 69–87. http://dx.doi.org/10.53908/nmmr.300214.

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In order to distinguish their brand companies are trying to be more strategic and adding innovative features in their product offerings. But in today’s time product differentiation exclusively on basis of product attributes is not going to help companies in long run. Subsequently, marketers are inventing different communication strategies to help brands stand out (La Ferle et al., 2013). Cause related marketing has become a new buzz word in the world of marketing communication techniques. Purpose: The main purpose of this paper is to find impact of Cause Related Marketing (CRM) campaigns on co

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Broderick, Anne, Amandeep Jogi, and Tony Garry. "Tickled Pink: The Personal Meaning of Cause Related Marketing for Customers." Journal of Marketing Management 19, no. 5 (2003): 583–610. http://dx.doi.org/10.1362/026725703322189968.

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Harrison-Walker, L. Jean, and Kathleen M. Williamson. "Building e-support for cause-related marketing through strategic alliances." International Journal of Nonprofit and Voluntary Sector Marketing 5, no. 3 (2000): 248–59. http://dx.doi.org/10.1002/nvsm.117.

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Aldridge, Nick, and Joe Fowles. "Cause-related marketing and customer donations in an online marketplace." International Journal of Nonprofit and Voluntary Sector Marketing 18, no. 1 (2012): 52–59. http://dx.doi.org/10.1002/nvsm.1456.

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Docherty, Sylvie, and Sally Hibbert. "Examining company experiences of a UK cause-related marketing campaign." International Journal of Nonprofit and Voluntary Sector Marketing 8, no. 4 (2003): 378–89. http://dx.doi.org/10.1002/nvsm.227.

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Polonsky, Michael Jay, and Emma K. Macdonald. "Exploring the link between cause-related marketing and brand building." International Journal of Nonprofit and Voluntary Sector Marketing 5, no. 1 (2000): 46–57. http://dx.doi.org/10.1002/nvsm.96.

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Ferraris, Alberto, Manlio Del Giudice, Balakrishna Grandhi, and Valentina Cillo. "Refining the relation between cause-related marketing and consumers purchase intentions." International Marketing Review 37, no. 4 (2019): 651–69. http://dx.doi.org/10.1108/imr-11-2018-0322.

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Purpose Cause-related marketing (CRM) is an ever growing marketing strategy developed by companies that may result in a win-win-win strategy for business, non-profit organizations and society. However, the specific relationship between CRM and consumers purchase intentions (PI) has been analyzed in a fragmented way within the mainstream literature. Grounding on this, the purpose of this paper is to give a more comprehensive and fine grained view of this phenomenon, testing the effect of several moderators on the relationships between CRM and consumers PI in two different countries. Design/meth

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Baghi, Ilaria, and Veronica Gabrielli. "Brand prominence in cause-related marketing: luxury versus non-luxury." Journal of Product & Brand Management 27, no. 6 (2018): 716–31. http://dx.doi.org/10.1108/jpbm-07-2017-1512.

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Purpose Past 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 intention Design/methodology/approach The authors test

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Valipour, Ali, Mahmoud Noraei, and Kamyar Kavosh. "A cause-related marketing model for the iranian banking system: a phenomenological approach." AD-minister, no. 36 (June 30, 2020): 113–36. http://dx.doi.org/10.17230/ad-minister.36.6.

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Despite almost four decades of introducing the Cause-Related Marketing (CRM) concept into business and marketing literature, there is still no general agreement as to the definition, content, and scope of marketing, in particular, in countries such as Iran. In this regard, while this article will examine and present the conceptual framework of this issue during the period of creation, it aims to achieve a conceptual model for Cause-Related Marketing in the banking system of Iran. For this reason, the concept of Cause-Related Marketing is analyzed in terms of its origin and evolution, content a

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Kim, Ki Tak, Dae Hee Kwak, and Yu Kyoum Kim. "The impact of cause-related marketing (CRM) in spectator sport." Journal of Management & Organization 16, no. 4 (2010): 515–27. http://dx.doi.org/10.1017/s1833367200001905.

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AbstractCause-related marketing (CRM) refers to the marketing strategy an organization uses to associate itself with a good cause. Even though CRM decisions may be partly charitable, they may also serve corporate self-interest. Although this area of inquiry is growing, CRM's strategic potential as an effective management tool for connecting sport organizations (i.e., teams) with consumers has not been thoroughly examined in a sport management context. In order to provide an improved picture of spectator sport consumers' perceptions toward a sport team's CRM initiatives, we developed a structur

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Kim, Ki Tak, Dae Hee Kwak, and Yu Kyoum Kim. "The impact of cause-related marketing (CRM) in spectator sport." Journal of Management & Organization 16, no. 4 (2010): 515–27. http://dx.doi.org/10.5172/jmo.2010.16.4.515.

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AbstractCause-related marketing (CRM) refers to the marketing strategy an organization uses to associate itself with a good cause. Even though CRM decisions may be partly charitable, they may also serve corporate self-interest. Although this area of inquiry is growing, CRM's strategic potential as an effective management tool for connecting sport organizations (i.e., teams) with consumers has not been thoroughly examined in a sport management context. In order to provide an improved picture of spectator sport consumers' perceptions toward a sport team's CRM initiatives, we developed a structur

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Sorribas Morales, Carolina. "Nuevas tendencias en la comunicación de los programas de marketing con causa en España." Tripodos, no. 28 (September 1, 2011): 51–62. https://doi.org/10.51698/tripodos.2011.28.51-62.

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The communication strategies of programs of causerelated marketing have improved substantially in recent years, moving from simple communication tactics or actions towards the beginnings of genuine communication strategies of cause-related marketing programs which are carefully planned. Thus, this article attempts to explain the evolution of the communication of programs of cause-related marketing and to highlight the new trends in advertising communications which both companies and non-profit organizations have been adopting, in recent years, to carry out this type of marketing strategy.

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Baghi, Ilaria, Enrico Rubaltelli, and Marcello Tedeschi. "A strategy to communicate corporate social responsibility: cause related marketing and its dark side." Corporate Social Responsibility and Environmental Management 16, no. 1 (2009): 15–26. http://dx.doi.org/10.1002/csr.174.

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Miranda, Mafalda M., Susana Costa e. Silva, Paulo Duarte, and Daniel Glaser-Segura. "Cause-Related Marketing: Do Managers Understand and Use This Tool?" Management & Marketing. Challenges for the Knowledge Society 15, no. 4 (2020): 587–604. http://dx.doi.org/10.2478/mmcks-2020-0034.

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Abstract Design - We relied on data obtained from in-depth interviews with managers. Data categorization allowed the application of the main constructs of the UTAUT model and the unveiling of the level of acceptance of Cause-Related Marketing (CrM) campaigns by managers and its use as a marketing strategy. Purpose – Most of the research on CrM emphasizes the benefits of these campaigns for charities and donors. The purpose of this study is to decode what managers think about CrM campaigns and try to discern and understand the principal motivations, benefits, and inherent risks to implement the

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Yuksel, Mujde, Mark A. McDonald, and Soyoung Joo. "Cause-related sport marketing: an organizing framework and knowledge development opportunities." European Sport Management Quarterly 16, no. 1 (2016): 58–85. http://dx.doi.org/10.1080/16184742.2015.1119172.

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Tseng, Cheng-Jui, and Changjiang Tang. "Consumers' Perception of the Cause-Related Marketing Effects of Bank’s Participation." International Journal of Professional Business Review 8, no. 5 (2023): e0797. http://dx.doi.org/10.26668/businessreview/2023.v8i5.797.

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Purpose: The main purpose of this study is to explore whether the Cause-Related Marketing effects of bank’s participation in public welfare activities will have a significant impact on consumers' purchase intentions. In this study, the consumer's perception of the marketing effect of good causes is tested by the experimental design method. Theoretical framework: The "Cause-Related Marketing", which combines business objectives with social responsibility of, has become a global trend in recent years. Design/methodology/approach: A questionnaire was distributed in front of the bank in the form o

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Adler, Betsy Buchalter. "Foundations and cause-related marketing: an introduction to the self-dealing rules." International Journal of Nonprofit and Voluntary Sector Marketing 5, no. 1 (2000): 90–92. http://dx.doi.org/10.1002/nvsm.100.

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Singh, Sangeeta, and Lola C. Duque. "Familiarity and format: cause-related marketing promotions in international markets." International Marketing Review 37, no. 5 (2019): 901–21. http://dx.doi.org/10.1108/imr-10-2018-0307.

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Purpose The purpose of this paper is to demonstrate cause-related marketing (CRM) promotions as a brand-oriented international market entry strategy that can leverage an unfamiliar brand in a new international market. One of the challenges CRM promotions face is skepticism toward the campaign and for that reason, many brands form alliances with well-known charities familiar to the consumer, hoping that the trust and goodwill generated by the charity will be transferred to the brand. The authors manipulate price and donation presentation formats to show an alternative means for overcoming skept

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Zhang, Anran, Pamela Saleme, Bo Pang, James Durl, and Zhengliang Xu. "A Systematic Review of Experimental Studies Investigating the Effect of Cause-Related Marketing on Consumer Purchase Intention." Sustainability 12, no. 22 (2020): 9609. http://dx.doi.org/10.3390/su12229609.

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Cause-related marketing (CRM) is a globally popular marketing technique due to its value to multiple stakeholders such as the companies, the consumers, the non-profit organizations, and the society. The key to successful CRM is the consumer purchasing the cause-related product, and experimental methodology was adopted mostly during this process. Therefore, this paper systematically reviewed the CRM literature that measured consumers’ purchase intentions using the experimental methodology. A systematic literature research was undertaken examining five databases and 68 qualified articles were id

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Xu, G. Y., H. Liu, and H. W. Duan. "Cause-related marketing strategy in a supply chain: A theoretical analysis and a case study." Advances in Production Engineering & Management 17, no. 4 (2022): 479–93. http://dx.doi.org/10.14743/apem2022.4.450.

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With the development of commodity market, corporate social responsibility (CSR) has become a topic of widespread concern for both enterprises and society. Cause-related marketing (CRM), as an effective marketing tool for enterprises to fulfill their social responsibility, is rapidly being applied to all stages of the supply chain. However, there is no conclusive evidence on the implementation strategy of CRM for supply chain members. In this paper, we study the decision and pricing strategies of CRM for the manufacturer and the retailer by constructing models for two scenarios: the manufacture

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Schyvinck, Cleo, and Annick Willem. "From cause-related marketing strategy to implementation in professional basketball organizations: a matter of alignment." European Sport Management Quarterly 19, no. 1 (2019): 58–79. http://dx.doi.org/10.1080/16184742.2018.1563625.

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Kim, Taemin, and Jeesun Kim. "How Spatial Distance and Message Strategy in Cause-Related Marketing Ads Influence Consumers’ Ad Believability and Attitudes." Sustainability 13, no. 12 (2021): 6775. http://dx.doi.org/10.3390/su13126775.

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Corporations have engaged in cause-related marketing (CRM) based on consumer expectations toward ethical and sustainable corporate management. However, it is equally important to understand how to do so effectively. The role of cause proximity has been examined as an important factor that determines the effectiveness of CRM messages. Limited research, however, has considered moderating variables in the context of cause proximity. This study aimed to investigate the effect of the interplay between cause proximity and message strategy on attitudes toward the ad and ad believability. Based on an

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Rehmat, Fozia, Tanzeela Farsam, Muhammad Shabbir Ahmad, and Syed Irfan Naqvi. "Consumer Purchase Intentions Affected by Cause-Related-Marketing, Skepticism and Brand Loyalty: A Correlational Analysis." Sukkur IBA Journal of Management and Business 2, no. 1 (2018): 31. http://dx.doi.org/10.30537/sijmb.v2i1.87.

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Cause-Related-Marketing is an emerging strategy which is used to affect purchase intentions of a customer in a very positive way. Purchase intentions may braced by the brand loyalty which can be an outcome of the cause related efforts of marketing. But most of the companies ignore its impact towards skepticism. In this co-relational research, relationship between Cause Related Marketing and purchase intentions have been measured, whereas brand loyalty and skepticism played their role as intervening variables and their effect and nature of relationships are also being measured in this research.

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Hammad, Hadeer, Noha El-Bassiouny, Pallab Paul, and Kausiki Mukhopadhyay. "Antecedents and consequences of consumers’ attitudinal dispositions toward cause-related marketing in Egypt." Journal of Islamic Marketing 5, no. 3 (2014): 414–45. http://dx.doi.org/10.1108/jima-10-2013-0076.

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Purpose – The purpose of this paper is to study the usage of ethical business strategies, in particular those using the corporate social responsibility (CSR) approach, of Egyptian businesses. The authors primarily focus on one facet of CSR strategy – cause-related marketing (CRM) – which has been increasingly used by marketing practitioners in recent times. Design/methodology/approach – In the context of Egyptian household goods business, the authors investigate the factors that motivate/hinder consumer participation in their CRM campaigns using a sample of 261 respondents in a mixed research

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Kulshreshtha, Kushagra, Naval Bajpai, Vikas Tripathi, and Gunjan Sharma. "Cause-related marketing: an exploration of new avenues through conjoint analysis." Benchmarking: An International Journal 26, no. 6 (2019): 2017–50. http://dx.doi.org/10.1108/bij-05-2018-0131.

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Purpose Cause-related marketing (CrM) is one of the effective marketing concepts which draw high public exposure and make the cause and the organization known in the market. Further, it develops a higher inclination of the customers associating themselves with CrM-related campaigns. In this regard, CrM campaigns generally take hedonic products into consideration. The purpose of this paper (comprises two studies) is to: study 1, examine the attributes leading to successful CrM campaign and afterward when the results of Study 1 were found in line with the existing literature; and, Study 2, empir

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Bình Nghiêm-Phú and Kazutaka Komiya. "CONSUMER ATTITUDES TOWARD CAUSE-RELATED PRODUCTS: A STUDY OF JAPANESE CUSTOMERS AND BENEFICIARY-MADE ITEMS." International Journal of Business and Society 24, no. 1 (2023): 254–71. http://dx.doi.org/10.33736/ijbs.5615.2023.

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Much research has been done on cause-related marketing activities implemented by for-profit businesses. However, researchers seem to neglect that the beneficiaries make specific products used in cause-related campaigns, and for-beneficiaries organizations also run specific campaigns. Further research, thus, needs to be done to understand and support these self-help efforts. This study investigated customer attitudes toward products made by people with disabilities – the direct beneficiaries of the generated incomes. By interviewing fifteen female customers in Japan, this study found that the p

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Megha Bakshi and Rajesh Verma. "Trends in Cause-Related Marketing (CRM): Scientometrics Analysis Through Prism of Biblioshiny." International Journal of Professional Business Review 8, no. 4 (2023): e0995. http://dx.doi.org/10.26668/businessreview/2023.v8i4.995.

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Purpose: Although interest in cause-related marketing has grown steadily since 1998, the field as a whole remains disorganized. Accordingly, this research aims to undertake a thorough literature evaluation on CrM. This research aims to create a comprehensive picture of cause-related marketing from 1988 through March 2022 by combining data from Scopus and Web of Science (WOS). Design/Methodology/Approach: Articles were analysed using bibliometric criteria in this study. Bibliographic analysis facilitates research into and evaluation of multiple perspectives, as well as the assessment of the fie

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Wang, Ye. "Individualism/collectivism, charitable giving, and cause-related marketing: a comparison of Chinese and Americans." International Journal of Nonprofit and Voluntary Sector Marketing 19, no. 1 (2013): 40–51. http://dx.doi.org/10.1002/nvsm.1486.

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Kleber, Janet, Arnd Florack, and Anja Chladek. "How to present donations: the moderating role of numeracy in cause-related marketing." Journal of Consumer Marketing 33, no. 3 (2016): 153–61. http://dx.doi.org/10.1108/jcm-12-2014-1240.

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Purpose Cause-related marketing (CRM) is a sales strategy that is used to improve the success of a product by including a donation to a charitable cause in its price. While marketers can present CRM donations to consumers as either absolute amounts or percentages, the predominant practice in marketing is to use the latter. As the influence of such presentation formats is not well understood, the purpose of this paper is to systematically examine their effects while taking into account the numerical ability (numeracy) of the consumers. Design/methodology/approach In two experiments, the present

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Kay-Tze Hong, Siew-Imm Ng, Raja Nerina Raja Yusof, and Shivee Ranjanee Kaliappan. "What Do Consumers Like to See in a Cause-Related Marketing Campaign Board?" International Journal of Business and Society 22, no. 1 (2021): 346–64. http://dx.doi.org/10.33736/ijbs.3182.2021.

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The purpose of this study is to discover elements or contents of a Cause-Related Marketing (CRM) campaign’s communication board that may attract consumers to participate in the CRM program. This study focuses on the design of a CRM campaign communication board exclusively based on the perceptions of Malaysian consumers in the hypermarket context. Besides that, this study also identifies social causes applicable for hypermarkets in Malaysia. Employing a qualitative approach, the data in this study were obtained through focus group interviews and were analysed using a content analysis method. Th

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Majid, Nurkholish, and Nanik Hariyana. "Cause-Related Marketing Sebagai Kampanye Solidaritas dan Dampaknya Pada Perilaku Konsumen di Masa Pandemi Covid-19." Jurnal Administrasi Bisnis 10, no. 1 (2021): 23–32. http://dx.doi.org/10.14710/jab.v10i1.36364.

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Abstract:

Covid 19 Desease has impact for society purchase power decrease for product and service ini several sectors especially fastfood restaurant services. Burger King as one of fastfood restaurant sector make a strategy to attract consumer intention to buy its competitors’and several local brand culinary product through social media campaign. Purpose of this research examine how effect of Burger King campaign which formed as Caused Related Marketing (CrM) to Brand Image, Attitude and Purchase Intention. Research using structural analysis with GeSCA method. Research sample are 120 respondents who kno

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