Cause Marketing of "Product Red" Dissertation or Thesis by Hans

Cause Marketing of "Product Red"
Presents an original research dissertation considering the issue of cause marketing in the context of the case study "Product Red".
# 151826 | 16,755 words | 28 sources | APA | 2012 | GB
Published on Oct 11, 2012 in Sociology (Welfare) , Business (Marketing) , Research Designs (General)

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This paper examines the merits of cause related marketing in relation to other forms of marketing by investigating the perception of cause marketing amongst consumer groups with a view to recommending whether or not both commercial entities and causes should enter cause marketing agreements as alternative avenues as in the case of "Product Red". Next, the author relates the details of the mixed research methodology, including the complete questionnaire. The paper reports that the research indicates that, while cynical views are held amongst some consumer groups, on the whole, cause marketing initiatives are viewed as positive by consumers thus allowing a company to benefit from increases in brand perception and sales revenue. The complete statistical results of the questionnaire are included; several of which are displayed in figures and a table.

Table of Contents:
Table of Contents
Research Aims and Objectives
Research Approach
Data Collection
Secondary Research
Primary Research
Interview Process
Questionnaire Sample
Case Study
Ethics, Health and Safety
Literature Review
Empirical Evidence
Criticisms of Cause Marketing
Product Red
Findings and Analysis
Questionnaire Analysis
Cause Marketing in Practise
Product Red
Interview Analysis
The Purchase Decision
Product Red
Project Reflections
Recommendations for Further Research
Appendix I: Cause Marketing Questionnaire
Appendix II: Questionnaire Results

From the Paper:

"When considering the underlying motivations for a company taking part in a cause related marketing campaign the results indicated that consumers have a much more complicated view than was indicated in the questionnaires and literature review. Here interviews generally had a compound view of the motivations of firms considering that there were often more complex than a single reason, in addition consumers also indicated that the reasons may be radically different based upon corporate objectives and history. For instance, participants in the interviews stated that brands such as Gap and Nike which had previously had negative publicity on the subject of ethical issues such as sweatshop labour may be seen as engaging in cause marketing activities primarily as a reputation repairing activity. On the other hand, companies such as Apple and Motorola which were seen as more progressive in nature were seen as engaging in cause marketing for reasons for promoting good corporate social reasonability for its own sake. As such, the interview stage of the research failed to identify a clear objective for the engagement of firms taking part in cause marketing activities, instead the results indicating that consumers when prompted view the motivations as both complex and multi dimensional."

Sample of Sources Used:

  • Alvesson, M, Deetz, S. 2000. Doing critical management research. London: Sage Publications.
  • Andreasen, A, R. 1996. Profits for non-profits: find a partner. Harvard business review. 74/6 pp 47-59.
  • Bloom, P, N, Hoeffler, S, Keller, K, L, Meze, C, E, B. 2006. How social-cause marketing affects consumer perceptions. MIT Sloan Management Review. Vol. 47. No. 2.
  • Bronn, P, S. 2001. Corporate social responsibility and cause related marketing: an overview. International journal. Vol. 20. Iss. 2. pp207-222.
  • Burney, S, M. 2008. Inductive and deductive research approach. Available online at: [Accessed on 10/12/11].

Cite this Dissertation or Thesis:

APA Format

Cause Marketing of "Product Red" (2012, October 11) Retrieved February 07, 2023, from

MLA Format

"Cause Marketing of "Product Red"" 11 October 2012. Web. 07 February. 2023. <>