Cause‐related marketing: how generation Y responds

Abstract

Generation Y, children born to baby-boomers, is widely considered to be the next big generation. Businesses are therefore struggling to find ways to capture a piece of this market. Could cause-related marketing be the answer? Employs an experimental design to examine how collegeage Generation Y consumers respond to a cause-related marketing (CRM) offer based on four structural elements. Also examines the potential impacts of sociodemographic characteristics of participants. The results indicate that a CRM offer is more likely to elicit a more positive response to a disaster cause than an ongoing cause when businesses use non-transaction-based and long-term/frequent support. Finds that females, social science majors, parents' annual income and previous donation activity have significant impact on the evaluation of a CRM offer. There is a positive relationship between evaluation of a CRM offer and purchase intent toward the offer.

Should Charity Begin at Home? An Empirical Investigation of Consumers’ Responses to Companies’ Varying Geographic Allocations of Donation Budgets

“…Also, research in related fields, such as that on consumer reactions to cause-related marketing (CRM) activities with varying geographical scopes, offers no conclusive evidence: past research in this area has generated mixed results, with some contributions pointing to consumers' preference for a local scope of causes (Ross et al 1990;Grau and Folse 2007;Hou et al 2008;Vanhamme et al 2012), some finding insignificant results (Ross et al 1992), and some even pointing to consumers' preference for a national over a regional scope (Cui et al 2003).…”

A Journey of Cause Related Marketing from 1988 to 2016

“…(Marconi, 2002) A general alliance between businesses and non-profit causes that provide resources and funding to address social issues and business marketing objectives. (Cui, Trent, Sullivan, & 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 image, product, or services for mutual benefit.…”

Can Business and Social Strategies be Truly Aligned?: A Highlight of P&G Egypt’s Corporate Social Responsibility Framework

“…The state of social commitment is largely determined by durability as a manner for 5 The MENA Journal of Business Case Studies reflecting corporate concern about the cause and the desire to make a difference through sustainable efforts (Brink et al, 2006;Cui et al, 2003). Comparatively, CRM inherently focuses on short-term societal outcomes which would sort this initiative as merely charitable not truly strategic.…”