Building brand equity with cause-related marketing: A comparison with sponsorship and sales promotion

Westberg, Kate; Pope, Nigel Kenneth

doi:10.1080/13527266.2012.723025

Cited by 47 publications

(56 citation statements)

References 84 publications

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“…Further, it was found that compared to sponsorships, CRM leads to lower consumer–company identification (Lii & Lee, ) as well as lower attitudes toward the brand and perceived credibility of the campaign (Lii, Wu, & Ding, ). However, Westberg and Pope found that consumers have more favorable attitudes toward CRM than sponsorships and promotions if they perceived a logical fit between the cause and brand. Nan and Heo confirm this relationship for attitudes toward the company.…”

Section: The Systematic Review Findingsmentioning

confidence: 99%

An Evolutionary Process Model of Cause‐Related Marketing and Systematic Review of the Empirical Literature

Lafferty

Lueth

McCafferty

2016

Psychology and Marketing

103

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Cause‐related marketing (CRM) is almost ubiquitous as brands of all price points participate in this marketing strategy in the United States and internationally, as well. The value that CRM brings to the firm, the consumer, and the nonprofit organization has made it a popular and valuable tool for marketers. Academic research on CRM has gained momentum in recent years as the strategy has matured. However, insights have occurred without a framework to provide structure and direction for this body of research. Given CRM's continued popularity, the purpose of this article is to (1) propose an evolutionary process model (EPM) of CRM to explain the iterative process (2) utilize this model as a framework for (a) organizing the systematic review of the empirical literature on CRM and (b) for identifying some gaps in the literature. Propositions based on these gaps are provided for future research.

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Section: The Systematic Review Findingsmentioning

confidence: 99%

An Evolutionary Process Model of Cause‐Related Marketing and Systematic Review of the Empirical Literature

Lafferty

Lueth

McCafferty

2016

Psychology and Marketing

103

View full text Add to dashboard Cite

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“…The customers with more predispositions for charitable giving are willing to be more supportive for the organizations practicing CrM though part of the prices go to the social causes (Andrews, Luo, Fang, & Aspara, 2014). Marketers should select the causes for CrM that is related with the target customers' personality, lifestyle and values (Westberg & Pope, 2014) Several studies have been carried out to prove that customers' involvement with the social cause can improve the brand's persuasive capacity in the CrM, and can positively moderate the cause related marketing's influence on customers' attitudes and behaviors (Elving, 2013). Cause related marketing campaigns can result in customers' attitude that can be favorable for the company.…”

Section: Discussionmentioning

confidence: 99%

Effect of Customers’ Attitude, Involvement on Purchase Intention: Moderating Effect of Cause Related Marketing Campaigns

Riva¹,

Uddin²,

Rubel³

2019

IJMS

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The current study considers customers’ attitude, involvement and purchase intention of hotel customers with the moderating impact of cause related marketing campaigns in the context of Bangladesh. Partial Least Square (PLS) path modeling, a variance-based technique of SEM was used in the current study as the study tool. After testing the hypothesis on 305 customers it has been found positive significant influence of both customers’ attitudes and involvement on purchase intention of hotel customers. Moreover, the current study used cause related marketing campaigns as a moderating variable between customers’ attitude and involvement on purchase intention where both the hypothesis found insignificant. Therefore, from the literature review and the findings of the analysis the current study recommends future research to look for the moderating effect of cause related marketing campaigns of other customer perceptions in the link between attitude and involvement on purchase intention.

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“…This revealed, Cause-Related Marketing (CRM) has a greater impact than sponsors or sales promotions. Companies can consider CRM as their communication mix, because CRM is more effective in developing brand associations [12].…”

Section: Advances In Social Science Education and Humanities Researcmentioning

confidence: 99%

Promotional Optimization in Developing Creative Industrial Products of MSMEs

Hamdan¹,

Sofyan²,

Ratnasari³

et al. 2019

Proceedings of the Social and Humaniora Research Symposium (SoRes 2018)

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Entrepreneurs communicate with prospective customers through various forms of promotion, where prospective customers will get to know the product, and persuade them to like and buy products. The purpose of the study was to analyze the promotions carried out by Adorable projects covering the marketing mix, promotion mix, use of social media and the form of relationships that were built with MSMEs to develop creative industry products. This research method uses case studies. Data collection techniques used are observation, interview, and literature study. This study found the marketing mix that entrepreneurs do by providing quality products, and affordable prices. In addition, entrepreneurs apply promotional mixes such as sales promotions in the form of discounts, and word of mouth marketing. Social media used in the form of websites, Facebook, and Instagram. Entrepreneurs have good relationships with vendors so that they can develop the products of the MSME creative industry and the continuity of product availability is mainatained.

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Building brand equity with cause-related marketing: A comparison with sponsorship and sales promotion

Cited by 47 publications

References 84 publications

An Evolutionary Process Model of Cause‐Related Marketing and Systematic Review of the Empirical Literature

An Evolutionary Process Model of Cause‐Related Marketing and Systematic Review of the Empirical Literature

Effect of Customers’ Attitude, Involvement on Purchase Intention: Moderating Effect of Cause Related Marketing Campaigns

Promotional Optimization in Developing Creative Industrial Products of MSMEs

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