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To Do Well by Doing Good: Improving Corporate Image Through Cause-Related Marketing

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  • Joëlle Vanhamme
  • Adam Lindgreen

    ()

  • Jon Reast
  • Nathalie Popering

Abstract

As part of their corporate social responsibility, many organizations practice cause-related marketing, in which organizations donate to a chosen cause with every consumer purchase. The extant literature has identified the importance of the fit between the organization and the nature of the cause in influencing corporate image, as well as the influence of a connection between the cause and consumer preferences on brand attitudes and brand choice. However, prior research has not addressed which cause composition most appeals to consumers or the impact of cause choice on corporate image. A between-subjects field experiment in the Netherlands examines the influence of three core cause attributes—cause type, cause scope, and cause acuteness—on consumers’ perceptions of corporate image. Furthermore, this experiment examines the extent to which consumer identification with the cause mediates the influence of the cause attributes on corporate image. The findings indicate that identification with the cause leads to more positive evaluations of marketing campaigns for cause type and cause scope. Also, however, our results uncover a negative direct relationship between cause scope and corporate image. Cause acuteness is only marginally influential in corporate image perceptions. By proposing and testing a comprehensive model of the influence of cause attributes on corporate image in cause-related marketing, this article provides important implications and suggests avenues for further research. Copyright Springer Science+Business Media B.V. 2012

Suggested Citation

  • Joëlle Vanhamme & Adam Lindgreen & Jon Reast & Nathalie Popering, 2012. "To Do Well by Doing Good: Improving Corporate Image Through Cause-Related Marketing," Journal of Business Ethics, Springer, vol. 109(3), pages 259-274, September.
  • Handle: RePEc:kap:jbuset:v:109:y:2012:i:3:p:259-274
    DOI: 10.1007/s10551-011-1134-0
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    References listed on IDEAS

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    1. Khosro Jahdi & Gaye Acikdilli, 2009. "Marketing Communications and Corporate Social Responsibility (CSR): Marriage of Convenience or Shotgun Wedding?," Journal of Business Ethics, Springer, vol. 88(1), pages 103-113, August.
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    7. Adam Lindgreen & Valérie Swaen & Wesley Johnston, 2009. "Corporate Social Responsibility: An Empirical Investigation of U.S. Organizations," Journal of Business Ethics, Springer, vol. 85(2), pages 303-323, April.
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    Citations

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    Cited by:

    1. Mohammad Jizi & Aly Salama & Robert Dixon & Rebecca Stratling, 2014. "Corporate Governance and Corporate Social Responsibility Disclosure: Evidence from the US Banking Sector," Journal of Business Ethics, Springer, vol. 125(4), pages 601-615, December.
    2. repec:kap:jbuset:v:144:y:2017:i:3:d:10.1007_s10551-015-2832-9 is not listed on IDEAS
    3. repec:taf:oabmxx:v:3:y:2016:i:1:p:1142044 is not listed on IDEAS
    4. Dongmin Lee & Junghoon Moon & Young Chan Choe & Jaeseok Jeong, 2016. "Impacts of Socially Responsible Corporate Activities on Korean Consumers’ Corporate Evaluations in the Agrifood Industry," Sustainability, MDPI, Open Access Journal, vol. 8(12), pages 1-18, December.
    5. Jingzhi Shang & John Peloza, 2016. "Can “Real” Men Consume Ethically? How Ethical Consumption Leads to Unintended Observer Inference," Journal of Business Ethics, Springer, vol. 139(1), pages 129-145, November.
    6. Jayesh D. Patel & Dharmesh D. Gadhavi & Yupal S. Shukla, 2017. "Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 14(1), pages 1-18, March.
    7. Piotr Wajszczyk, 2014. "Ethical Development of Professional Image in Professional Codes of Engineering Ethics," Annales. Ethics in Economic Life, University of Lodz, Faculty of Economics and Sociology, vol. 17(3), pages 139-147, September.
    8. repec:eee:touman:v:48:y:2015:i:c:p:399-413 is not listed on IDEAS

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