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Company-Cause-Customer: Interaction Architecture

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Abstract

There is a rapid increase in number of companies employing cause-related marketing to create a differentiation, further brand image and foster purchase intention. However, they are faced with a challenge to create a positive impact on customer’s perception of cause in reference to the company, positive impact to nurture customer’s innate moral obligation and minimising apprehension about company’s intention. This study identifies factors that influence customer’s perception and the inter-relations among them. This study identifies factors that influence customer’s perception using Grounded Theory approach, which are further examined for inter-linkages and using total interpretive structural modelling to develop a hierarchal model reflecting their relative order of impact. This study proposes a generic company-cause-customer interaction architecture that marketers can employ as a first step in designing their cause-marketing campaign. Findings indicate cause-centric variables like type of cause (e.g., environment etc.) and customer’s proximity to cause (local/national/global) as the most rooted factors in customer’s cognition. Hence, the companies should primarily focus on this factor while designing their cause marketing strategy. The research details out the interaction architecture of company-cause-customer. This study is beneficial for Brand Managers and Product Managers for developing decision tools in the area of cause branding. The interaction architecture digraph will be an important input for developing an integrated model for company, cause and customer.

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Authors and Affiliations

  1. A.T. Kearney Ltd., 7th Floor, Tower D, Global Business Park, Mehrauli-Gurgaon Rd, Sikanderpur, Sector 26, Gurgaon, 122002, Haryana, India

    Urvi Agrawal

  2. Bain & Company India Pvt. Ltd., The Capital, 13th Floor, B Wing, 1301, Plot No. C 70, G Block, Bandra Kurla Complex, Mumbai, 400051, India

    Arushie Mangla

  3. Department of Management Studies, Indian Institute of Technology Delhi, Haus Khas, New Delhi, India

    Mahim Sagar

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  1. Urvi Agrawal
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  2. Arushie Mangla
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  3. Mahim Sagar
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Correspondence to Urvi Agrawal.

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Agrawal, U., Mangla, A. & Sagar, M. Company-Cause-Customer: Interaction Architecture. Glob J Flex Syst Manag 17, 307–319 (2016). https://doi.org/10.1007/s40171-016-0128-2

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  • DOI: https://doi.org/10.1007/s40171-016-0128-2

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