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Cause-Related Marketing in the Retail and Finance Sectors: An Exploratory Study of the Determinants of Cause Selection and Nonprofit Alliances

Liston-Heyes, Catherine and Liu, Gordon (2010). Cause-Related Marketing in the Retail and Finance Sectors: An Exploratory Study of the Determinants of Cause Selection and Nonprofit Alliances. Nonprofit and Voluntary Sector Quarterly, 39(1) pp. 77–101.

DOI (Digital Object Identifier) Link: https://doi.org/10.1177/0899764008326680
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Abstract

Firms devote increasing funds and resources to cause-related marketing (CRM). This report seeks to uncover some of the factors that explain how firms choose between competing social causes in the development of their CRM strategy. The behavior of firms traded on the London Stock Exchange is analyzed, by highlighting regularities and patterns in CRM activities. The rationales for the observed patterns are investigated through semistructured interviews with managers employed by UK-based nonprofit organizations, financial services, and retail firms. The authors identify, among other things, differences in the nature of the “selected” social causes, the length and geographical scope of the social campaigns, and the (CRM) strategies used to implement them. It is argued that these variations may reflect differences in the organizational legitimacy pressures experienced by firms in the retail and financial services sectors.

Item Type: Journal Item
Copyright Holders: 2010 SAGE Publications
ISSN: 1552-7395
Keywords: cause-related marketing; organizational legitimacy theory; nonprofit organizations; retail sector; financial services sector; corporate behavior
Academic Unit/School: Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Item ID: 51112
Depositing User: Gordon Liu
Date Deposited: 27 Sep 2017 13:21
Last Modified: 07 Dec 2018 10:56
URI: http://oro.open.ac.uk/id/eprint/51112
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