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To What Extent Company Image Improves through Cause-Related Marketing? An Evidence from Food Industry

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  • Iscioglu, Tutku Eker

    (Piri Reis University)

Abstract

For the past two decades increasing effort has been given to investigating the influence of cause-related marketing (CRM) activities on consumers’ attitudes and behaviours. Because consumers may react differently to companies that operate in the same industry with similar CRM applications, the understanding of the requirements of a successful CRM application is crucial. This study aims to investigate to what extent the company image would improve for a company after applying a CRM campaign. It is suggested that the magnitude of company image improvement would be influenced by: (1) company trustworthiness; (2) the type of CRM campaign (being either a strategic or a tactical campaign). To test the hypotheses, Repeated Measures MANCOVA was used with a sample of 600 respondents in Istanbul, Turkey. The results show that only the type of CRM campaign improves the company image and surprisingly tactical CRM campaign results in more image improvement than does strategic CRM campaign.

Suggested Citation

  • Iscioglu, Tutku Eker, 2019. "To What Extent Company Image Improves through Cause-Related Marketing? An Evidence from Food Industry," Business and Economics Research Journal, Uludag University, Faculty of Economics and Administrative Sciences, vol. 10(4), pages 973-990, July.
    • Handle: RePEc:ris:buecrj:0436
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    More about this item

    Keywords

    Company Image; Cause Related Marketing; Company Trustworthiness; Type of CRM; Repeated Measures MANCOVA;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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