To Do Well by Doing Good: Improving Corporate Image Through Cause-Related Marketing
By J. Vanhamme, A. Lindgreen, J. Reast, Nathalie van Popering. 2012
259 citations recorded by the source corpus.
As part of their corporate social responsibility, many organizations practice cause-related marketing, in which organizations donate to a chosen cause with every consumer purchase. The extant literature has identified the importance of the fit between the organization and the nature of the cause in influencing corporate image, as well as the influence of a connection between the cause and consumer preferences on brand attitudes and brand choice. However, prior research has not addressed which cause composition most appeals to consumers or the impact of cause choice on corporate image. A between-subjects field experiment in the Netherlands examines the influence of three core cause attributes—cause type, cause scope, and cause acuteness—on consumers’ perceptions of corporate image. Furthermore, this experiment examines the extent to which consumer identification with the cause mediates the influence of the cause attributes on corporate image. The findings indicate that identification with the cause leads to more positive evaluations of marketing campaigns for cause type and cause scope. Also, however, our results uncover a negative direct relationship between cause scope and corporate image. Cause acuteness is only marginally influential in corporate image perceptions. By proposing and testing a comprehensive model of the influence of cause attributes on corporate image in cause-related marketing, this article provides important implications and suggests avenues for further research.
Subfields: Marketing, Strategy and Management
View Paper: https://www.semanticscholar.org/paper/f9d0cb1caf3265358548f64e81c724b1ed8a5933
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Citations in the corpus
- Priming social media and framing cause-related marketing to promote sustainable hotel choice (2020, background): “Since image interrelates with the effects of CRM (Vanhamme et al., 2012), maintaining a good image and continuous CRM will jointly 1776 S.”
- Attention, emotions and cause-related marketing effectiveness (2015, unknown): “Thus, alliances between a brand and charity may improve brand image (Vanhamme et al. , 2012).”
- Corporate Governance and Corporate Social Responsibility Disclosure: Evidence from the US Banking Sector (2013, unknown): “Research suggests that CSR reporting promotes firms’ image and enhances their reputation, (Gray et al. 1995b; Li et al. 2010; Vanhamme et al. 2012) as relationships with stakeholders are based on a positive exchange of benefits (Bear et al. 2010).”
- Motivating millennials to engage in charitable causes through social media (2014, background): “In a cause-related marketing context, the stronger the identification with the cause, the more positive are the evaluations of campaigns for the cause (Vanhamme et al., 2012).”
- Impact of Corporate Environmental Responsibility on Operating Income: Moderating Role of Regional Disparities in China (2016, unknown): “, reputation) (Vanhamme et al. 2012) and competitive advantage (Wong”