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Liu, Gordon
(2013).
DOI: https://doi.org/10.1007/s10551-012-1292-8
Abstract
The purpose of cause-related marketing is to capitalise on a firm’s social engagement initiatives to achieve a positive return on a firm’s social investment. This article discusses two strategic perspectives of cause related marketing and their impact on a firm’s decision-making regarding campaign development. The instrumental dominant logic of cause-related marketing focuses on attracting customers’ attention in order to generate sales. The relational dominant logic of cause-related marketing focuses on building relationships with the target stakeholders through the enhancement of a firm’s legitimacy. The combination of these two types of logic gives rise to four types of cause-related marketing: altruistic, commercial, social and integrative. This paper uses the qualitative method to explore a firm’s marketing decision choices regarding campaign-related decision dimensions — campaign duration, geographical scope, cause selection, and implementation strategy — for each type of cause-related marketing. The finding provides theoretical, managerial and public policy implications.
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About
- Item ORO ID
- 51103
- Item Type
- Journal Item
- ISSN
- 1573-0697
- Keywords
- cause-related marketing; consumer; corporate legitimacy; stakeholder management; corporate social responsibility
- Academic Unit or 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) - Copyright Holders
- © 2012 Springer Science+Business Media B.V.
- Depositing User
- Gordon Liu