Corporate social responsibility and cause-related marketing: an overview

Brønn, Peggy Simcic; Vrioni, Albana Belliu

doi:10.1080/02650487.2001.11104887

Cited by 434 publications

(308 citation statements)

References 21 publications

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“…For example, in developed countries there may be a social emphasis on environmental issues, however, in developing countries, there may be a stronger economic emphasis in terms of financial aid or educational scholarships. The differing schools of thought regarding CSR can be seen to have oscillated between the two extremes of the free market concept (classical economic theory) and the socially-oriented approach (Bronn & Vrioni 2001). For the purpose of this paper, the explanation of CSR should include both the social and the economic (including financial) aspects.…”

Section: Background Literaturementioning

confidence: 99%

Image differentiation with corporate environmental responsibility

Heikkurinen

2010

Corp Soc Responsibility Env

132

116

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This paper analyzes strategic implications of corporate responsibility (CR) and in particular how a firm can differentiate with an environmentally responsible image. A single case study was conducted in the Nordic hospitality industry with semi‐structured interviews as the main data collection method.By adopting an environmentally responsible identity through shared values with the firm's key stakeholders, the firm can reflect an environmentally responsible image. This image can enhance the firm's strategic position through internal and external differentiators from competitors – as the firm becomes a more preferred employer, partner and supplier, it results in enhanced employee motivation, cost savings, better reputation, and greater guest loyalty. The amount of CR depends on the micro/meso/macro/global‐level drivers, and competitive aims of the firm. The emphasis on stakeholder communication becomes greater as the firm increases its CR‐aggressiveness. Copyright © 2010 John Wiley & Sons, Ltd and ERP Environment.

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Section: Background Literaturementioning

confidence: 99%

Image differentiation with corporate environmental responsibility

Heikkurinen

2010

Corp Soc Responsibility Env

132

116

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“…Such a strategy has been called 'cause related marketing' (CRM; Varadarajan and Menon, 1988), that is the process of formulating and implementing marketing activities that are characterized by an offer from the fi rm to contribute a specifi ed amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives. It is commonly accepted that CRM is a communication tool that should help companies to highlight their standards of corporate social responsibility and their involvement with specifi c social issues (Bronn and Vrioni, 2001). Such a strategy is considered an effective way to prove the fi rm's commitment toward the solution of important social concerns.…”

Section: N Recent Years More and More Companies All Around The Wormentioning

confidence: 99%

A strategy to communicate corporate social responsibility: cause related marketing and its dark side

Baghi

Rubaltelli

Tedeschi

2008

Corp Soc Responsibility Env

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Cause related marketing (CRM) is a strategy that aims to communicate a company's striving for corporate social responsibility and to improve brand image. A strategy to increase consumers' emotional involvement toward a product-cause association is to describe the cause in vivid terms. In two experiments we investigated how vivid messages might increase the effectiveness of CRM strategy. We sought to demonstrate that a vivid description of the cause could infl uence consumers' preferences and trust in the effective use of money collected by selling the product. Experiment 1 results showed that individuals prefer products associated with a vivid message of the social cause rather than products associated with a pallid message. Experiment 2 results suggested that vivid messages induce more positive affective reactions and a higher trust in the effective use of money than pallid ones. In the fi nal section, the implications of CRM for corporate social responsibility are discussed.

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“…Because tourism is not thought of as a harmful activity by the public in general, businesses may prefer not to communicate messages that may raise negative concerns (Jones, 1991;Kong & Zhang, 2014). In addition, customers are generally cynical about sustainability messages (Brùnn & Vrioni, 2001;Chan, 2013), which can dis-incentivise businesses from explicitly communicating their sustainability achievements. Therefore, businesses may choose to downplay their sustainability messages and make them implicit, while highlighting other benefits believed to be salient to the customer.…”

Section: The Practice Of Sustainability Communicationmentioning

confidence: 99%

Greenhushing: the deliberate under communicating of sustainability practices by tourism businesses

Font

Elgammal

Lamond

2016

Journal of Sustainable Tourism

127

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Greenhushing selectively communicates fewer pro-sustainability actions by businesses than are practiced; based on a perception of customers' rights to consumerism. We first studied the gap between the communication of sustainability practices in the audits and websites of 31 small rural tourism businesses in the Peak District National Park (UK). The analysis showed that businesses only communicate 30% of all the sustainability actions practiced. Their websites emphasised customer benefits, using explicit, affective, experiential and active language that legitimises the customers' hedonistic use of the landscape, while downplaying complex issues and normalising sustainability to reduce customer guilt. Just one website mentioned climate change. We found that greenhushing results from a low moral intensity, masking potentially negative consequences of perceived lower competence, whilst protecting business from more cynical consumers who may interpret their statements as hypocritical. Subsequent textual analysis and interviews were used to understand how communication constitutes these organisations. We propose that greenhushing reshapes and constitutes tourism businesses through their communications. Moreover, greenhushing is a form of public moralisation that adopts communication practices similar to greenwashing, reflecting the social norms expected from a business; however, in this case, located in a moral muteness, rather than moral hypocrisy, that businesses accept but resent.

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Corporate social responsibility and cause-related marketing: an overview

Cited by 434 publications

References 21 publications

Image differentiation with corporate environmental responsibility

Image differentiation with corporate environmental responsibility

A strategy to communicate corporate social responsibility: cause related marketing and its dark side

Greenhushing: the deliberate under communicating of sustainability practices by tourism businesses

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