Cause related marketing: consumers' perceptions and benefits for profit and non-profits organisations

Abstract

This study is an attempt to understand consumers' perceptions regarding Cause Related Marketing [CRM]. The research findings were based on a survey of 200 consumers in the Brighton area and published data. The research aim was focused on the consumers' perception of the alliance between corporations and non-profit organisations. The research found that consumers have a better perception of firms that work with charities and good causes than those that do not. They believe that the partnership between corporations and charities has an impact on the good of society. However, they are aware that corporations themselves benefit from this partnership. Concerning good causes, consumers prefer to support those related to Children. The researchers noticed that an individual connection with a cause might have considerable influence on consumer attitudes and behaviour in relation to a specific cause.

Društveno odgovorno poslovanje i CRM kao način integriranja društvene odgovornosti u marketinške aktivnosti

“…Programi marketinga opće dobrobiti omogućuju također besplatan publicitet i aktivnosti odnosa s javnošću dok istovremeno povećavaju prodaju (Adkins 2000, navedeno u Farache et al 2008. Osim što marketing općeg dobra može osnažiti cjelokupnu sliku poduzeća, Cone et al (2003) upozorava da marketing općeg dobra nije rješenje za narušenu reputaciju, nego je to zapravo način da se osnaže najsnažniji brendovi (navedeno u Farache et al 2008). …”

“…Najvažnija korist koju ostvaruju neprofitne organizacija javlja se u formi financijskih izvora (Cone et al 2003, Polonsky i Wood 2001, Wood 2001, Wood 1998, navedeno u Farache et al 2008. Prema Andreasen (1996), neprofitne organizacije se u suradnji s poduzećima prikazuju kao strateški partneri koji nisu limitirani da traže financijska sredstva i donacije (navedeno u Farache et al 2008). Osnovna prednost sudjelovanja u konceptu opće dobrobiti proizlazi iz izravnog kupovno-prodajnog odnosa koji je svojstven za marketing općeg dobra.…”

Does Causal Marketing Matter in the Drugstore Business?

“…It is neither philanthropy, nor altruism; it is consumer-lead marketing activity in response to the social demands while devoting to gain consumer's trust and relationship (Farache et al, 2008). Cause-related marketing, as has been suggested, is an extremely effective way of promoting, profiling and leveraging an organization's corporate social responsibility.…”

Social Responsibility in International Advertising

“…Companies worldwide across Asia and Europe have also espoused CRM with great enthusiasm (Agarwal, Kumar, Swati, & Tyagi, 2010;Farache & Perks, 2008). As the world's largest consumer market, for example, China has seen a number of highprofile CRM campaigns in recent years.…”