Consumers’ attitudes towards cause-related marketing  

Oleh:

Dropuljic, Marija ; Coric, Dubravka Sincic

Jenis: Article from Proceeding
Dalam koleksi: The 2nd International CSR Communication Conference Aarhus, 18-20 September 2013), page 1-3.
Topik: Cause-related marketing; Likert scale for measuring attitudes; Specific elements of cause-related marketing campaigns; Croatian consumers
Fulltext: Consumers’ attitudes towards.pdf (65.33KB)

Isi artikel

Cause-related marketing was firstly introduced by American Express in 1983 (Adkins, 1999, p. 15; Andreasen, 1996, p. 4; Varadarajan and Menon, 1988, p. 59), although there were some solitary examples of commercial cooperation between enterprises and nonprofit organizations at the end of the nineteenth century (Adkins, 1999, p. 9), as well as in the seventies (Husted and Whitehouse, 2002, p. 5). Sincic Coric et al. (2011) reveal that there were different understandings of cause-related marketing during the eighties. In the absence of a formal definition at that time, Varadarajan and Menon (1988) first offered one, proposing that ”Causerelated marketing is the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives“(p. 60). They concluded that cause-related marketing is distinct from sales promotion, corporate philanthropy, corporate sponsorship, corporate good Samaritan acts, and public relations, though it is often an amalgam of such activities. Contemporary marketing practices reveal that cause-related marketing is a specific type of partnership between profit and nonprofit organizations (Sincic Coric and Kurnoga Živadinovic, 2009, p. 71) that also serves as a strong marketing communication tactic (Adkins, 1999, p. 43; Subrahmanyan, 2004, p. 116; Simcic Brønn and Belliu Vrioni, 2001; Adler, 2006, p. 5). Pringle and Thompson (1999) stress that cause-related marketing should be seen as a strategic and efficient source for brand differentiation and emotional positioning, as well as a means of communicating a social sensitivity. Cause-related marketing can be realized in different ways and at different levels. Daw (2006, p. 61) depicts three different types of initiatives of cause-related marketing campaigns: initiatives connected to the product, initiatives connected to the promotion’s activities and initiatives connected to the program, while Varadarajan and Menon (1988, p. 64) differentiate strategic alliances of profit and nonprofit organizations, linkage of a certain product to a nonprofit cause, or linkage of a certain brand to a nonprofit cause. Andreasen (1996, p. 5) distinguishes three forms of cause-related marketing programs: promotions based on transactions, promotion of common issues and licensing.

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