Cause-Related Marketing

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Author(s): Muhammad Muzamil Sattar (Communication, Social Research and Marketing Department, Sapienza University Rome), Jacob Charles Barr (University of Bozen-Bolzano, Italy)and Fabiola Sfodera (Sapienza University, Rome, Italy)
Copyright: 2023
Pages: 25
Source title: Cultural Marketing and Metaverse for Consumer Engagement
Source Author(s)/Editor(s): Amandeep Singh (Chitkara Business School, Chitkara University, India), Sandhir Sharma (Chitkara Business School, Chitkara University, India), Amrinder Singh (Jain University, India), Murat Unanoglu (İstanbul Aydin University, Turkey)and Sanjay Taneja (Uşak University, Turkey)
DOI: 10.4018/978-1-6684-8312-1.ch006

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

This chapter explores the concept of cause-related marketing from a modern perspective, briefly tracing its inception in the field of marketing since the Third Industrial Revolution, and discusses landmark marketing campaigns and their ramifications on the development of cause-related marketing. Closely tied with corporate social responsibility, the chapter identifies philosophical antecedents in cause-related marketing and presents the reader with a piecewise progression of thought, from the practical to the abstract as forces of digitalization, globalization, and commodification continually coalesce to form more effective marketing strategies. Notwithstanding, the chapter endeavors to show cause-related marketing in its own light, distinct from philanthropic gestures and sponsorship. Generational trends in cause-related marketing are highlighted through marketing research reports as well as the essential role of social media in disseminating causal sentiments, as companies are taking more planned and calculated steps in bringing developments in their community and society.

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