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Impacts of Instrumental Versus Relational Centered Logic on Cause-Related Marketing Decision Making

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  • Gordon Liu

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. Copyright Springer Science+Business Media B.V. 2013

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  • Gordon Liu, 2013. "Impacts of Instrumental Versus Relational Centered Logic on Cause-Related Marketing Decision Making," Journal of Business Ethics, Springer, vol. 113(2), pages 243-263, March.
    • Handle: RePEc:kap:jbuset:v:113:y:2013:i:2:p:243-263
    DOI: 10.1007/s10551-012-1292-8
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    2. Schyvinck, Cleo & Willem, Annick, 2018. "A typology of cause-related marketing approaches in European professional basketball," Sport Management Review, Elsevier, vol. 21(4), pages 347-362.
    3. Hina Yaqub Bhatti & M. Mercedes Galan-Ladero & Clementina Galera-Casquet, 2023. "Cause-related marketing: a systematic review of the literature," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 25-64, March.
    4. He, Hongwei & Chao, Melody M. & Zhu, Weichun, 2019. "Cause-related marketing and employee engagement: The roles of admiration, implicit morality beliefs, and moral identity," Journal of Business Research, Elsevier, vol. 95(C), pages 83-92.
    5. Tejaswi Patil & Zillur Rahman, 2023. "Mapping the Cause-Related Marketing (CRM) field: document co-citation and bibliographic coupling approach," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 491-520, June.
    6. Arslanagic-Kalajdzic, Maja & Kadic-Maglajlic, Selma & Dlacic, Jasmina & Zabkar, Vesna, 2022. "“We Go Together”: Understanding social cause-related purchase intentions of young adults," Journal of Business Research, Elsevier, vol. 140(C), pages 130-142.
    7. Farzana Riva & Mohammad Rajib Uddin & Mohammad Rabiul Basher Rubel, 2020. "Effect of Customers’ Attitude, Involvement on Purchase Intention: Moderating Effect of Cause Related Marketing Campaigns," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(2), pages 1-75, March.
    8. Laura F. Sasse-Werhahn & Claudius Bachmann & André Habisch, 2020. "Managing Tensions in Corporate Sustainability Through a Practical Wisdom Lens," Journal of Business Ethics, Springer, vol. 163(1), pages 53-66, April.
    9. 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.
    10. Ouidade Sabri, 2018. "The Detrimental Effect of Cause-Related Marketing Parodies," Journal of Business Ethics, Springer, vol. 151(2), pages 517-537, August.

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