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Cause-related marketing in a polarised global marketplace

Author

Listed:
  • Kiprop, Bridgitte

    (Southern New Hampshire University, USA)

  • Samii, Leila

    (Southern New Hampshire University, Academic Center, USA)

Abstract

The purpose of this paper is to explore what cause-related marketing campaign strategies corporations are using to address social concerns polarising society in more recent times. Using a case study analysis approach a conceptual discussion and a framework are presented that show four different viewpoints on cause-related marketing campaign strategies and how corporations are using them to build trust while addressing the various polarising issues. The more explicit corporations are in taking a stand on polarising social issues, the greater the psychological bond they create, which, hence, elicits the active engagement of both their consumers and employees to undertake social causes; however, undertaking to support social causes can be a risky strategy and managers need to ensure congruity between the partnership for social causes and the power of the message conveyed to its consumers. Availing such opportunities to engage in social causes at work has the added benefit of attracting and retaining good employees, giving the corporation greater credibility and boosting its corporate brand image.

Suggested Citation

  • Kiprop, Bridgitte & Samii, Leila, 2020. "Cause-related marketing in a polarised global marketplace," Journal of Brand Strategy, Henry Stewart Publications, vol. 9(3), pages 271-283, December.
    • Handle: RePEc:aza:jbs000:y:2020:v:9:i:3:p:271-283
    as

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    More about this item

    Keywords

    cause-related marketing; brand equity; corporate brand; consumer trust; polarised brands; corporate social responsibility;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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