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Cause Related Marketing: A Strategy to Communicate Corporate Social Responsibility

PRIMA: Practices and Research in Marketing

Volume 4 Issue 1

Published: 2013
Author(s) Name: Sheetal Soni, Abhishek Soni | Author(s) Affiliation: Department of Management Studies, Jai Narain Vyas University, Jodhpur, India
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Abstract

It is not just profit that matters, but also the other two Ps–people and planet. Bearing it in mind, marketers have changed their way of marketing the product. Many of the marketers like Idea, Aircel, Toyota, Nokia, and P&G changed the fate of many by their active involvement in social welfare activities, understanding their corporate social responsibilities well. Nowadays companies are finding new ways to discharge their corporate social responsibility and Cause-related marketing (CRM) is one of them. Cause-related marketing has become a communication tool for increasing customer loyalty and building reputation. The present study is based on quantitative analysis in which fifty respondents’ views were analyzed, with the help of factor analysis, in context to cause-related marketing strategy and their level of involvement. The study endeavours to explore the consumer’s perception towards changing role of businesses, success of cause-related marketing activities as a form of discharging corporate social responsibility, consumer’s awareness and concern for social causes and thereby evaluating the impact of all these effects on company’s brand image.

Keywords: Cause-related Marketing, Brand Image, Marketing Communication

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