Cause-Related Marketing

Paper Summary:

This paper analyzes cause-related marketing (CRM) from a business perspective in order to determine what exactly cause-related marketing is and what relationship exists, if any, between cause-related marketing and brand imaging. The paper explores whether CRM is a successful tool for enhancing brand image and thus public opinion of a corporation's products and/or services.

From the Paper:

"To understand how cause related marketing is related to brand marketing one must first understand what exactly cause related marketing entails. Brown, Olsen & Pracejus (2003) define cause related marketing as a technique whereby "the contribution of the advertiser to a cause is linked to the customers' engaging in revenue producing transactions with the firm" (19; from Varadarajan & Menon, 1988: 60). Cause related marketing is increasingly a popular trend in marketing, resulting in more than seven hundred million dollars per year in promotion expenditures in the United States alone (Brown, Olsen & Pracejus, 2003; IEG, 2001). Kelley & Kowalczyk (2003) define the practice of cause related marketing as a process of "formulating and implementing marketing activities that are characterized by contributed a specific amount to a designated effort that causes customers to engage in revenue providing exchanges" (p. 15). Cause related marketing strategies serve corporations in a number of ways, allowing them to justify donations, utilize fewer resources, differentiate products and services among other things (Keeley & Kowalcyzk, 2003:15)."

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