Abstract
Cause-related marketing (CrM) has become a mainstream marketing strategy in recent years. Through several innovations in its practice, it has evolved considerably from its traditional ‘percentage of sales will be devoted to supporting a cause’ form. This paper suggests that the definition and scope of CrM reflected in academic literature and applied usage must evolve to keep up with its practice. A search of 436 papers from seven databases (EBSCO, Elsevier, Emerald, JSTOR, ProQuest, SAGE and WILEY) resulted in the identification of 24 unique definitions of CrM. These 24 definitions were examined to identify the various dimensions of CrM activity they collectively subsume. A total of six dimensions were identified. Each definition was then mapped against these six dimensions to determine the dimensions that were included in the definition. The dimension scores and dimension ratios were computed employing the methodology of Dahlsrud (2008). A juxtaposition of the identified definitions and dimensions against several current CrM campaigns indicates the need for a wider definition of CrM than those currently being used. A broadened definition of CrM, which attempts to capture the multifarious hues of how CrM strategies are actually being practised, is proposed.
Similar content being viewed by others
References
Abed, S., Roberts, C., & Hussainey, K. (2014). Managers’ incentives for issuing cash flow forecasts. International Journal of Accounting, Auditing and Performance Evaluation, 10(2), 133–152.
Adkins, S. (1999). Cause Related Marketing: Who Cares Wins (1st ed.). Butterworth-Heinemann.
Alavi, S. S., & Zeynali, S. (2013). The impact of brand/cause fit and cause's participation on consumers' purchasing intention: A case study among customers of Iranian Chain stores. Advances in Environmental Biology, 7(11), 3224–3233. http://www.aensiweb.com/aeb/2013/3224-3233.pdf.
AmazonSmile Foundation. (n.d.). Guidestar.org. Retrieved June 8, 2023, from https://www.guidestar.org/profile/46-2626883
Andreasen, A. R. (1996). Profits for non-profits: find a corporate partner. Harvard Business Review, 74(6), 47–59.
Barone, M. J., Miyazaki, A. D., & Taylor, K. A. (2000). The influence of cause-related marketing on consumer choice: does one good turn deserve another? Journal of the Academy of Marketing Science, 28(2), 248–262.
Be a Good Woman. (2021, December 1). Hempstrol Pharma. Retrieved September 24, 2022, from https://www.hempstrol.com/socially-conscious/be-a-good-woman
BellaNaija. (2014, October 15). Dettol unveils “Give Life A Hand” Campaign for Global Hand Washing Day with Omoni Oboli & Patience Ozokwor. Retrieved June 20, 2023, from https://www.bellanaija.com/2014/10/dettol-unveils-give-life-a-hand-campaign-for-global-hand-washing-day-with-omoni-oboli-patience-ozokwor/
Bergkvist, L., & Zhou, K. Q. (2019). Cause-related marketing persuasion research: an integrated framework and directions for further research. International Journal of Advertising, 38(1), 5–25.
Berglind, M., & Nakata, C. (2005). Cause-related marketing: more Buck than bang? Business Horizons, 48(5), 443–453.
Bhatti, H. Y., Galan-Ladero, M. M., & Galera-Casquet, C. (2023). Cause-related marketing: a systematic review of the literature. Int Rev Public Non-Profit Mark, 20, 25–64.
Boenigk, S., & Schuchardt, V. (2013). Cause-related marketing campaigns with luxury firms: an experimental study of campaign characteristics, attitudes, and donations. International Journal of Non-Profit and Voluntary Sector Marketing, 18(2), 101–121.
Broderick, A., Jogi, A., & Garry, T. (2003). Tickled pink: the personal meaning of cause related Marketing for Customers. Journal of Marketing Management, 19(5–6), 583–610.
Brønn, P. S., & Vrioni, A. B. (2001). Corporate social responsibility and cause-related marketing: an overview. International Journal of Advertising, 20(2), 207–222.
Business in the community (BITC), 2004. Brand benefits: how cause related marketing impacts on brand equity, consumer behaviour and the bottom line. [online] London: Research International. Available at: <http://www.bitc.org.uk/resources/ publications/brand_benefits.html> [Accessed 15 September 2022].
Business in the Community (2004), “Cause related marketingcase studies”, available at: www.bitc.org.uk/programmes/programme_directory/cause_related_marketing/casestudies.html
Buy One Give One, Purchase Glasses, We Donate a Pair on Your Behalf. Frames Direct.com. Retrieved 25 September 2022, from https://www.framesdirect.com/promotions/buy-one-give-one.
Cadburys are back! Age UK Herefordshire & Worcestershire. (2020). Retrieved 25 September 2022, from https://www.ageuk.org.uk/herefordshireandworcestershire/about-us/news/articles/2020/cadburys-are-back/.
Chaabane, A. M., & Parguel, B. (2016). The double-edge effect of retailers’ cause-related marketing: when scepticism cools the warm-glow effect. International Journal of Retail & Distribution Management, 44(6), 607–626.
Chaabouni, A., Jridi, K., & Bakini, F. (2021). Cause-related marketing: scepticism and warm glow as impacts of donation size on purchase intention. International Review on Public and Nonprofit Marketing, 18, 129–150.
Chang, C. T., & Chu, X. Y. (2020). The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence. Journal of the Academy of Marketing Science, 48, 203–221.
Chang, C. T., Chen, P. C., Chu, X. Y., Kung, M. T., & Huang, Y. F. (2018). Is cash always king? bundling product-cause fit and product type in cause-related marketing. Psychology & Marketing, 35(12), 990–1009.
Carringer, P. T. (1994). Not just a worthy cause: cause-related marketing delivers the goods and the good. American Advertising, 10(1), 16–19.
Chattananon, A., Lawley, M., Supparerkchaisakul, N., & Leelayouthayothin, L. (2008). Impacts of a thai cause-related marketing program on corporate image. International Journal of Emerging Markets, 3(4), 348–363.
Chéron, E., Kohlbacher, F., & Kusuma, K. (2012). The effects of brand-cause fit and campaign duration on consumer perception of cause-related marketing in Japan. Journal of Consumer Marketing, 29(5), 357–368.
Choosepeace. (n.d.). Choose Peace & Make a Difference | Peace Tea. Retrieved September 26, 2022, from https://www.peacetea.com/choosepeace
Collier, J., & Esteban, R. (2007). Corporate social responsibility and employee commitment. Business Ethics: A European Review, 16(1), 19–33.
2017 Cone Gen Z CSR Study: How to Speak Z – Cone. (2017, n.d.). Cone- A Porter Novelli Company. Retrieved September 24, 2022, from https://conecomm.com/2017-genz-csr-study/
Cui, Y., Trent, E. S., Sullivan, P. M., & Matiru, G. N. (2003). Cause-related marketing: how generation Y responds. International Journal of Retail & Distribution Management, 31(6), 310–320.
Dahlsrud, A. (2008). How corporate social responsibility is defined: an analysis of 37 definitions. Corporate Social Responsibility and Environmental Management, 15(1), 1–13.
Daw, J. (2006). Cause-marketing for non-profits: Partner for purpose, passion, and profit. John Wiley & Sons Inc.
Deb, M., & Amawate, V. (2020). Extending the knowledge on cause-related marketing (CrM) campaign with focus on scepticism. VINE Journal of Information and Knowledge Management Systems, 50(2), 329–348.
DiNitto, E. (1989). Marketing with a conscience. Marketing Communications, 14(5), 42–46.
Disney Share Your Ears. (n.d.). Disney Share Your Ears. Retrieved September 26, 2022, from http://dccr.disney.com/share-your-ears.html
Du, L., Hou, J., & Huang, Y. (2008). Mechanisms of power and action for cause-related marketing: perspectives of Enterprise and non-profit organizations. Baltic Journal of Management, 3(1), 92–104.
Eikenberry, A. M., & Kluver, J. D. (2004). The marketization of the non-profit sector: civil society at risk? Public Administration Review, 64(2), 132–140.
Endacott, R. W. J. (2004). Consumers and CRM: a national and global perspective. Journal of Consumer Marketing, 21(2–3), 183–189.
File, K. M., & Prince, R. A. (1998). Cause related marketing and corporate philanthropy in the privately held enterprise. Journal of Business Ethics, 17(14), 1529–1539.
Galan-Ladero, M. M., Galera-Casquet, C., Valero-Amaro, V., & Barroso-Mendez, M. J. (2013). Sustainable, Socially Responsible Business: The Cause-related Marketing Case. A Review of the Conceptual Framework. Journal of Security and Sustainability Issues, 2(4), 35–46.
Ganguly. (2016). KFC India’s “add Hope” initiative to provide 20 million meals to underprivileged children by 2020. The Economic Times. Retrieved June 8, 2023, from https://economictimes.indiatimes.com/news/politics-and-nation/kfc-indias-add-hope-initiative-to-provide-20-million-meals-to-underprivileged-children-by-2020/articleshow/52256790.cms
Gupta, S., & Pirsch, J. (2006a). The company-cause-customer fit decision in cause related marketing. Journal of Consumer Marketing, 23(6), 314–326.
Gupta, S., & Pirsch, J. (2006b). A taxonomy of cause-related marketing research: current findings and future research directions. Journal of Non-Profit and Public Sector Marketing, 15(1–2), 25–43.
Hajjat, M. M. (2003). Effect of cause-related marketing on attitudes and purchase intentions: the moderating role of cause involvement and donation size. Journal of Nonprofit & Public Sector Marketing, 11(1), 93–109.
Handa, M., & Gupta, S. (2020). Digital cause-related marketing campaigns: Relationship between brandcause fit and behavioural intentions. Journal of Indian Business Research, 12(1), 63–78. https://doi.org/10.1108/JIBR-09-2019-0285
Harrison-Walker, L. J., & Williamson, K. M. (2000). Building e-support for cause-related marketing through strategic alliances. International Journal of Non-Profit and Voluntary Sector Marketing, 5(3), 248–259.
Horne, J. (2013). Pink profiteers: cause-related marketing and the exploitation of consumers’ consciences. George Washington Law Review, 81(1), 223–258.
Howie, K. M., Yang, L., Vitell, S. J., Bush, V., & Vorhies, D. (2018). Consumer participation in cause-related marketing: an examination of effort demands and defensive denial. Journal of Business Ethics, 147, 679–692.
Imas, A. (2014). Working for the “warm glow”: on the benefits and limits of prosocial incentives. Journal of Public Economics, 114, 14–18.
Jeong, H. J., & Kim, J. (2020). Benefits of cause-related marketing for companies and nonprofits: focusing on the roles of self-corporate congruity and issue involvement. International Review on Public and Nonprofit Marketing, 17, 317–330.
JetBlue’s Soar with Reading Initiative Lands in New York City Placing Free Book Vending Machines in Each of the Five Boroughs. (2019, July 11). Businesswire.com. Retrieved June 8, 2023, from https://www.businesswire.com/news/home/20190711005667/en/JetBlue%E2%80%99s-Soar-with-Reading-Initiative-Lands-in-New-York-City-Placing-Free-Book-Vending-Machines-in-Each-of-the-Five-Boroughs
Kiprop, B., & Samii, L. (2020). Cause-related marketing in a polarised global marketplace. Journal of Brand Strategy, 9(3), 271–283.
Kotler, P., & Lee, N. (2005). Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. Wiley.
Krishna, A. (2011). Can supporting a cause decrease donations and happiness? the cause marketing paradox. Journal of Consumer Psychology, 21(3), 338–345.
Lafferty, B. A., Goldsmith, R. E., & Hult, G. T. M. (2004). The impact of the Alliance on the partners: a look at cause-brand alliances. Psychology & Marketing, 21(7), 509–531.
Lafferty, B. A., Lueth, A. K., & McCafferty, R. (2016). An evolutionary process model of cause‐related marketing and systematic review of the empirical literature. Psychology & Marketing, 33(11), 951–970.
Langen, N., Grebitus, C., & Hartmann, M. (2010). Is there need for more transparency and efficiency in cause-related marketing? International Journal on Food System Dynamics, 1(4), 366–381.
Langen, N., Grebitus, C., & Hartmann, M. (2013). Success factors of cause-related marketing in Germany. Agribusiness, 29(2), 207–227.
Larson, B. V. (2001). Gaining from a giving relationship: a model to examine cause-related marketing’s effect on salespeople. Journal of Non-Profit and Public Sector Marketing, 8(4), 31–43.
Larson, B. V., Flaherty, K. E., Zablah, A. R., Brown, T. J., & Wiener, J. L. (2008). Linking cause-related marketing to sales force responses and performance in a direct selling context. Journal of the Academy of Marketing Science, 36(2), 271–277.
Liu, G., & Ko, W. W. (2014). An integrated model of cause-related marketing strategy development. AMS Review, 4(3–4), 78–95.
Lu, S., Zhu, W., & Wei, J. (2020). The relationships of communication intensity, CEO commitment, cause fit and media reputation: Evidence from Chinese marathon title sponsors. International Journal of Sports Marketing and Sponsorship, 22(2), 220–239.
Nan, X., & Heo, K. (2007). Consumer responses to corporate social responsibility (CSR) initiatives: examining the role of brand-cause fit in cause-related marketing. Journal of Advertising, 36(2), 63–74.
Natarajan, T., Arasu, B. S., & Inbaraj, J. D. (2016). A journey of cause related marketing from 1988 to 2016. International Journal of Business and Management, 11(11), 247–263.
Papasolomou, I., & Kitchen, P. J. (2011). Cause related marketing: developing a tripartite approach with BMW. Corporate Reputation Review, 14(1), 63–75.
PinkPledge. (2019, October 19). Century Plyboards India Limited. Retrieved June 8, 2023, from https://www.facebook.com/CenturyPlyOfficial/photos/a.260158097399300/2547045352043885/?type=3
Polonsky, M. J., & Speed, R. (2001). Linking sponsorship and cause related marketing complementarities and conflicts. European Journal of Marketing, 35(11/12), 1361–1385.
Polonsky, M. J., & Wood, G. (2001). Can the overcommercialisation of cause-related marketing harm society? Journal of Macromarketing, 21(1), 8–22.
Pringle, H., & Thompson, M. (1999). Brand Spirit: How Cause-Related Marketing Builds Brands. Wiley.
Robinson, S. R., Irmak, C., & Jayachandran, S. (2012). Choice of cause in cause-related marketing. Journal of Marketing, 76(4), 126–139.
Runté, M., Basil, D. Z., & Deshpande, S. (2009). Cause-related marketing from the non-profit’s perspective: classifying goals and experienced outcomes. Journal of Non-Profit & Public Sector Marketing, 21(3), 255–270.
Share a remote-work success story for a great cause. Slack. (2020, August 24). Retrieved 25 September 2022, from https://slack.com/intl/en-gb/blog/news/share-a-remote-work-success-story-for-a-great-cause.
Sheikh, S.-R., & Beise-Zee, R. (2011). Corporate social responsibility or cause-related marketing? the role of cause specificity of CSR. Journal of Consumer Marketing, 28(1), 27–39.
Sinčić Ćorić, D., & Kurnoga Živadinović, N. (2009). Effects of selected elements of cause-related marketing program on brand choice. Market-Tržište, 21(1), 68–79.
Sokolowski, S. (2013). Effects of government support of non-profit institutions on aggregate private philanthropy: Evidence from 40 countries. VOLUNTAS: International Journal of Voluntary and Non-profit Organizations, 24(2), 359–381.
Subrahmanyan, S. (2004). Effects of price premium and product type on the choice of cause-related brands: a Singapore perspective. Journal of Product & Brand Management, 13(2), 116–124.
Tangari, A. H., Folse, J. A. G., Burton, S., & Kees, J. (2010). The moderating influence of consumers’ temporal orientation on the framing of societal needs and corporate responses in cause-related marketing campaigns. Journal of Advertising, 39(2), 35–50.
Thomas, S., Kureshi, S., & Vatavwala, S. (2020). Cause-related marketing research (1988–2016): an academic review and classification. Journal of Non-Profit & Public Sector Marketing, 32(5), 488–516.
Tsiros, M., & Irmak, C. (2020). Lowering the minimum donation amount increases consumer purchase likelihood of products associated with cause-related marketing campaigns. Journal of Marketing Research, 57(4), 775–770.
Tuffrey, M., (2003). Good Companies, Better Employees—How Community Involvement and Good Corporate Citizenship Can Enhance Employee Morale, Motivation, Commitment and Performance. The Corporate Citizenship Company, London.
Van Den Brink, D., Odekerken-Schröder, G., & Pauwels, P. (2006). The effect of strategic and tactical cause-related marketing on consumers’ brand loyalty. Journal of Consumer Marketing, 23(1), 15–25.
Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: a coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52(3), 58–74.
Verbos, A. K., Gerard, J. A., Forsley, P. R., Harding, C. S., & Miller, J. S. (2007). The positive ethical organization: enacting a living code of ethics and ethical organizational identity. Journal of Business Ethics, 76(1), 17–33.
Vrontis, D., Thrassou, A., Christofi, M., Shams, R., & Czinkota, M. R. (2020). Cause-related marketing in international business: what works and what does not? International Marketing Review, 37(4), 593–601.
Walters, W. H. (2009). Google Scholar Search Performance: Comparative Recall and Precision. Portal: Libraries and the Academy, 9(1), 5–24.
We Believe Big Change Starts Small.Tentree.com. Retrieved 25 September 2022, from https://www.tentree.com/pages/about.
We’re all fighting battles others know nothing about.Rikwrites.com. Retrieved 25 September 2022, from https://www.rikwrites.com/onemorerep.
Wu, S. I., & Hung, J. M. (2008). A performance evaluation model of CRM on non-profit organisations. Total Quality Management and Business Excellence, 19(4), 321–342.
Yoga in the village - Tuesday, July 13. Legacy Village. (2021, May 7). https://legacy-village.com/play/yoga-in-the-village-tuesday-july-13/
Yun, J. T., Duff, B. R. L., Vargas, P., Himelboim, I., & Sundaram, H. (2019). Can we find the right balance in cause-related marketing? analysing the boundaries of balance theory in evaluating brand-cause partnerships. Psychology and Marketing, 36(11), 989–1002.
Funding
The author(s) received no financial support for their research and/or authorship of this article.
Author information
Authors and Affiliations
Corresponding author
Ethics declarations
Conflicts of interests/Competing interests
The author(s) declared no potential conflicts of interests with respect to the authorship and/or publication of this article.
Additional information
Publisher's Note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Rights and permissions
Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.
About this article
Cite this article
Gupta, S., Handa, M. Rethinking the boundaries of cause-related marketing: Addressing the need for a new definition. Int Rev Public Nonprofit Mark (2024). https://doi.org/10.1007/s12208-024-00398-6
Received:
Accepted:
Published:
DOI: https://doi.org/10.1007/s12208-024-00398-6