The Effectiveness of Donation Promises in Charity Auctions as a Cause-Related Marketing Strategy

2010 ◽  
Author(s):  
Peter T. L. Popkowski Leszczyc ◽  
Leo T. Wong
Keyword(s):  
Marketing Strategy ◽  
Cause Related Marketing ◽  
Charity Auctions

Cause-Related Marketing via the World Wide Web: A Relationship Marketing Strategy

2002 ◽  
Vol 10 (1) ◽  
pp. 3-22 ◽  
Author(s):  
Stewart W. Husted ◽  
Francis R. Whitehouse
Keyword(s):  
World Wide Web ◽  
Marketing Strategy ◽  
Relationship Marketing ◽  
World Wide ◽  
Cause Related Marketing ◽  
The World

scholarly journals Cause-Related Marketing: Do Managers Understand and Use This Tool?

2020 ◽  
Vol 15 (4) ◽  
pp. 587-604
Author(s):  
Mafalda M. Miranda ◽  
Susana Costa e Silva ◽  
Paulo Duarte ◽  
Daniel Glaser-Segura
Keyword(s):  
Marketing Strategy ◽  
Socially Responsible ◽  
Utaut Model ◽  
Cause Related Marketing ◽  
Social Nature ◽  
The Social ◽  
Competitive Factor ◽  
Depth Interviews

AbstractDesign - We relied on data obtained from in-depth interviews with managers. Data categorization allowed the application of the main constructs of the UTAUT model and the unveiling of the level of acceptance of Cause-Related Marketing (CrM) campaigns by managers and its use as a marketing strategy. Purpose – Most of the research on CrM emphasizes the benefits of these campaigns for charities and donors. The purpose of this study is to decode what managers think about CrM campaigns and try to discern and understand the principal motivations, benefits, and inherent risks to implement these campaigns. Findings - Managers recognize CrM benefits mainly relating them with an increase in reputation and image of the company, making it possible to differentiate and increase its notoriety. However, the social nature of this tool is what weights in the most on the decision of managers, since they recognize that being socially responsible is a competitive factor. The greatest constraints identified have to do with the effort on the implementation of the campaign and with the consumer’s scepticism, especially in transactional campaigns. Originality - With this research we were able to realize that there is a misunderstanding between the CrM concept and purely philanthropic marketing, which can somehow inhibit managers from recognizing the potential of this tool. Regarding CrM use, the position of managers shows a clear concern about the importance of harmonizing values between the company and the cause, betting on long-term campaigns with transparent communication and investing in the process of planning, implementing, and monitoring campaigns to improve their performance. This needs to be taken into account in future assessments of CrM campaigns.

scholarly journals An integrated model of cause-related marketing strategy development

AMS Review ◽  
2014 ◽  
Vol 4 (3-4) ◽  
pp. 78-95 ◽  
Author(s):  
Gordon Liu ◽  
Wai Wai Ko
Keyword(s):  
Marketing Strategy ◽  
Integrated Model ◽  
Strategy Development ◽  
Cause Related Marketing

Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy

1988 ◽  
Vol 52 (3) ◽  
pp. 58 ◽  
Author(s):  
P. Rajan Varadarajan ◽  
Anil Menon
Keyword(s):  
Marketing Strategy ◽  
Corporate Philanthropy ◽  
Cause Related Marketing

Supercharge Your Presence: How to Develop an Online Marketing Strategy for Your Practice: Transcript

2018 ◽  
Author(s):  
Daniel Wendler ◽  
Peggy Mihelich
Keyword(s):  
Marketing Strategy ◽  
Online Marketing

A test of the robustness of cause-related marketing

2004 ◽  
Author(s):  
Debra Z. Basil ◽  
Michael D. Basil
Keyword(s):  
Cause Related Marketing
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