Abstract
The study analyzes the use of cause-related marketing as a tool for promotion of social causes for luxurious cosmetics, a sector that traditionally believed to be unrelated to any social and environmental causes. This paper focuses on a case study - Acqua for Life Challenge- by Giorgio Armani cosmetics in Italy – an initiative of CRM in the luxury market. The aim of the paper is to analyze how companies can leverage efficiently on the consumers ethical values. Therefore, this paper presents a systematic literature review on the cause-related marketing strategies, new models of responsible consumption, as well as the value of social networks as a means of promotion of social causes. The campaign assessment is through a survey of the main beneficiaries of the initiative (authorized dealers and web users). The research results emphasize the importance of social values in giving distinctive value to the Giorgio Armani over its competitors.
References
Adkins, S. (1999). Cause related marketing: who cares wins. Oxford: Butterworth-Heinemann.
Berglind, M., & Nakata, C. (2005). Cause-related marketing: more buck than bang? Bus Horiz, 48, 443–453.
Bowen, H. (1953). Social responsibilities of the businessman. New York: Harper and Brothers.
Bronn, P. S., & Vrioni, A. B. (2001). Corporate social responsibility and cause-related marketing: an overview. Int J Advert, 20(2), 207–222.
Carrera, D., & Messina, A. (2008). Economia e gestione delle aziende non-profit. Roma: Aracne.
Carroll, A. (1979). A three-dimensional conceptual model of corporate social performance. Acad Manag Rev, 4(1), 497–505.
Carroll, A. (1999). Corporate social responsibility: evolution of a definitional construct. Bus Soc, 38, 268–295.
Cone, C., Feldman, M., & DaSilva, A. (2003). Causes and effects. Harv Bus Rev, 81(7), 95–101.
Coombs, T. W., & Holladay, J. (2012). Managing corporate social responsibility: a communication approach. UK: Wiley.
Elkington, J. (1997). Cannibal with forks: the triple bottom line of 21st century business. Oxford: Capstone.
Fabris, G. (2003). Il nuovo consumatore: verso il postmoderno. Milano: Franco Angeli.
Freeman, R. E. (1984). Strategic management: a stakeholder approach. Boston: Pitman.
Goodwill, B. (1999). Cause marketing pros and cons. October. In Broadcast Café Newsletter
Guido, G., Peluso, A.M., Pino, G. & Prete, M.I. (2010). Addressing corporate social responsibility from a strategic marketing perspective: the role of consumers, ethics, beliefs, and personal values. Milano, 33° Convegno AIDEA.
Hoffler, S., & Keller, K. L. (2002). Building brand equity through corporate societal marketing. J Public Pol Mark, 21(1), 78–89. 212.
Kirby, J., & Marsden, P. (2006). Connected marketing. Oxford: Butterworth-Heinemann.
Kotler, P. (1998). Marketing management. Milano: Mondadori.
Kotler, P., & Lee, N. (2005). Corporate social responsibility. doing the most good for your company and your cause. New Jersey: Wiley.
LA STAMPA. (2009). Paesi latini più “socievoli”. Resource document. La Stampa. http://www.lastampa.it/_web/cmstp/tmplrubriche/tecnologia/grubrica.asp?ID_blog = 30& ID_articolo = 6093& ID_sezione = 38, Accessed 12 March 2011.
McGlone, C., & Martin, N. (2006). Nike’s corporate interest lives strong: a case of cause related marketing and leveraging. Sports Mark Q, 15, 184–189.
Papasolomou, I., & Demetriou, M. (2005). Cause-related marketing (CRM):branding financial service organizations in Cyprus by aligning CSR with business motivations. Int Rev Public Non profit Mark, 2(2), 70–86.
Polonsky, M., & Wood, G. (2001). Can the over commercialization of cause-related marketing harm society? J Macromarketing, 21(1), 8–22.
Porter, M. E. & Kramer, M. R. (2006). Strategy and society. The link between competitive advantage and corporate social responsibility. Harvard Business Review, December, 78–92
Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: a coalignment of marketing strategy and corporate philanthropy. J Mark, 52(3), 58–74.
Webb, D. J., & Mohr, L. A. (1998). A typology of consumer responses to cause-related marketing: from skeptics to socially concerned. J. Public Pol Mark, 226–238.
Werther, W. B., & Chandler, D. A. (2006). Strategic corporate social responsibility. New York: Sage Publications.
Wymer, W., & Sargeant, A. (2006). Insights from a review of the literature on cause marketing. Int Rev Public Non Profit Mark, 3(1), 9–21.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Mititelu, C., Fiorani, G. & Mariani, S. Cause related marketing: armani initiative ‘acqua for life’. Int Rev Public Nonprofit Mark 11, 285–305 (2014). https://doi.org/10.1007/s12208-014-0118-z
Received:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1007/s12208-014-0118-z