Cause-Related Marketing: Consumer Perceptions of Philanthropic Activity

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Author(s): Avinash Kapoor (Management Development Institute (MDI), India)and Chinmaya Kulshrestha (Management Development Institute (MDI), India)
Copyright: 2014
Pages: 18
Source title: Dynamics of Competitive Advantage and Consumer Perception in Social Marketing
Source Author(s)/Editor(s): Avinash Kapoor (Management Development Institute (MDI), India)and Chinmaya Kulshrestha (Management Development Institute (MDI), India)
DOI: 10.4018/978-1-4666-4430-4.ch015

Keywords: Business Science Reference / Marketing and Consumer Behavior / Media & Communications / Social Networking

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Abstract

Cause-related marketing is established by a corporation that wishes to continue its philanthropic efforts by choosing one organization, or cause, with which to associate. Simply, it is a partnership between a corporate organization and a non-profit where there is a mutually beneficial relationship. In the context of cause relatedness, a triad may consist of the consumer, the firm, and the cause. This chapter identifies and discusses the consumer evaluations along with the issues and challenges of cause-related marketing. The chapter concludes that for all businesses there is need to be more socially responsible rather than just being customer responsible.

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