IDEAS home Printed from https://ideas.repec.org/p/iim/iimawp/12866.html
   My bibliography  Save this paper

Cause Related Marketing - An Indian Overview

Author

Listed:
  • Kureshi, Sonal
  • Thomas, Sujo

Abstract

The Indian market has witnessed all types of organizations ranging from national to multinational to regional as well as local adopting cause related marketing (CRM) practice since the late nineties. They started partnering with non-profit organizations linking brands to social cause. The main focus of this study was to provide insights about the extent and nature of CRM prevalent in the Indian market. This study was motivated by the fact that very little data pertaining to CRM practices in India was available in the academic as well as non-academic sources. This study examined various CRM initiatives that were announced during 1999 to 2012. These were identified by conducting an internet search using key word as well as visiting company and partnering organizations websites. One newspaper and one business magazine for those years were scanned. Only those CRM activities were included which satisfied definitions provided by Varadarajan and Menon (1988) or Kotler and Lee (2005) These initiatives were analyzed by classifying them on a variety of parameters like type of company, type of partnering organization, nature of cause, type of brand etc. 142 initiatives were recorded over 14 years. Very few regional and local organizations seem to have adopted using CRM as a marketing practice. Non-durable essential brand like salt and tea were found to be using CRM more than other categories. More work in this area which investigates consumer insights about CRM would be enhance effectiveness of such programs.

Suggested Citation

  • Kureshi, Sonal & Thomas, Sujo, 2014. "Cause Related Marketing - An Indian Overview," IIMA Working Papers WP2014-04-03, Indian Institute of Management Ahmedabad, Research and Publication Department.
    • Handle: RePEc:iim:iimawp:12866
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    References listed on IDEAS

    as
    1. Lafferty, Barbara A. & Goldsmith, Ronald E., 2005. "Cause-brand alliances: does the cause help the brand or does the brand help the cause?," Journal of Business Research, Elsevier, vol. 58(4), pages 423-429, April.
    2. La Ferle, Carrie & Kuber, Gayatri & Edwards, Steven M., 2013. "Factors impacting responses to cause-related marketing in India and the United States: Novelty, altruistic motives, and company origin," Journal of Business Research, Elsevier, vol. 66(3), pages 364-373.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sujo Thomas & Ashwin Jadeja & Krishnaba Vaghela & Richa Shreevastava, 2022. "Investigating the consumers attitude toward brand and purchase intention within the context of cause-related marketing campaign for a pharmacy product," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 691-708, December.
    2. Thomas, Sujo & Jadeja, Ashwin, 2021. "Psychological antecedents of consumer trust in CRM campaigns and donation intentions: The moderating role of creativity," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    3. Kureshi, Sonal & Thomas, Sujo, 2016. "Intention to Participate in Cause Related Marketing: Influence of Cause," IIMA Working Papers WP2016-03-12, Indian Institute of Management Ahmedabad, Research and Publication Department.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Coleman Joshua T. & Peasley Michael C., 2015. "Demonstrating a lack of brand/cause effects on point of sale donations," Management & Marketing, Sciendo, vol. 10(3), pages 226-243, October.
    2. 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.
    3. Xiaojun Fan & Nianqi Deng & Yi Qian & Xuebing Dong, 2022. "Factors Affecting the Effectiveness of Cause-Related Marketing: A Meta-Analysis," Journal of Business Ethics, Springer, vol. 175(2), pages 339-360, January.
    4. Savas, Selen, 2016. "Factors affecting donations in U.S. retail stores: A conceptual framework," Journal of Retailing and Consumer Services, Elsevier, vol. 33(C), pages 178-185.
    5. Nic S Terblanche & Christo Boshoff & Debbie Human-Van Eck, 2023. "The influence of cause-related marketing campaign structural elements on consumers’ cognitive and affective attitudes and purchase intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 193-223, March.
    6. 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.
    7. Veronica Devenin & Constanza Bianchi, 2018. "Soccer fields? What for? Effectiveness of corporate social responsibility initiatives in the mining industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(5), pages 866-879, September.
    8. Mohammad Nurunnabi & Yazeed Alfakhri & Demah H. Alfakhri, 2018. "Consumer perceptions and corporate social responsibility: what we know so far," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(2), pages 161-187, June.
    9. Kureshi, Sonal & Thomas, Sujo, 2016. "Intention to Participate in Cause Related Marketing: Influence of Cause," IIMA Working Papers WP2016-03-12, Indian Institute of Management Ahmedabad, Research and Publication Department.
    10. Fennell, Patrick B. & Coleman, Joshua T. & Kuo, Andrew, 2020. "The moderating role of donation quantifiers on price fairness judgments," Journal of Business Research, Elsevier, vol. 110(C), pages 464-473.
    11. Kalina Grzesiuk, 2017. "Communicating a Company’s CSR Activities Through Social Networks: A Theoretical Framework," Annales. Ethics in Economic Life, University of Lodz, Faculty of Economics and Sociology, vol. 20(4), pages 89-104, December.
    12. Mendini, Monica & Peter, Paula C. & Gibbert, Michael, 2018. "The dual-process model of similarity in cause-related marketing: How taxonomic versus thematic partnerships reduce skepticism and increase purchase willingness," Journal of Business Research, Elsevier, vol. 91(C), pages 195-204.
    13. Gordon Liu & Wai Wai Ko, 2014. "An integrated model of cause-related marketing strategy development," AMS Review, Springer;Academy of Marketing Science, vol. 4(3), pages 78-95, December.
    14. Urvi Agrawal & Arushie Mangla & Mahim Sagar, 2016. "Company-Cause-Customer: Interaction Architecture," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 17(3), pages 307-319, September.
    15. Lee, Jaedeock & Ferreira, Mauricio, 2013. "A role of team and organizational identification in the success of cause-related sport marketing," Sport Management Review, Elsevier, vol. 16(2), pages 161-172.
    16. Tolga Bilgicer & Kamel Jedidi & Donald Lehmann & Scott Neslin, 2015. "The Long-Term Effect of Multichannel Usage on Sales," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(1), pages 41-56, March.
    17. João Guerreiro & Paulo Rita & Duarte Trigueiros, 2016. "A Text Mining-Based Review of Cause-Related Marketing Literature," Journal of Business Ethics, Springer, vol. 139(1), pages 111-128, November.
    18. Madhurima Deb, 2021. "The impact of scepticism in cause-related marketing campaigns on audiences’ behavioural intentions with religiosity as a moderator," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(3), pages 387-401, September.
    19. 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.
    20. 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.

    More about this item

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:iim:iimawp:12866. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://edirc.repec.org/data/eciimin.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.