Cause Related Marketing: An Ethical Quandary or an Altruistic Charity

Abstract

Much consideration has been given in academic world to the concept of cause-related marketing and its success. Also, the number of companies that undertake cause-related marketing initiatives has been increasing gradually. Literature stated various benefits to these companies, acting socially responsible, such as increased customers preferences towards the brand/products marketed with some social causes, employees commitments, increased sales and profits, brand image, product recognition, and company reputation. However, most of these studies centred on one aspect of the consequences of behaving in a socially responsible manner and only few studies focus on the transparency and ethics in cause-related marketing practices. The present study aims to fill the gap with the help of quantitative analysis of hundred responses to identify consumers trust over the companies doing cause-related marketing. More purposely, the intent is to investigate cause-related marketing promotion as a tool to raise money for social cause, faith of consumers for contribution of the charitable amount for intending purpose and need for more transparency in cause-related activities of business.

Keywords: Cause-Related Marketing, Ethics, Charity, Transparency, Social Responsibility, Marketing

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