Mapping the Cause-Related Marketing (CRM) field: document co-citation and bibliographic coupling approach

Tejaswi Patil () and Zillur Rahman
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Tejaswi Patil: Indian Institute of Technology Roorke
Zillur Rahman: Indian Institute of Technology Roorke

International Review on Public and Nonprofit Marketing, 2023, vol. 20, issue 2, No 11, 520 pages

Abstract: Abstract Cause-Related Marketing (CRM) as a promotional tool among marketers and research topic among researchers has existed for over three decades. A considerable amount of literature has accumulated during this period that needs to be consolidated. This study takes the bibliometric approach to consolidate the CRM literature. We apply document co-citation analysis and document bibliographic coupling analysis techniques to a sample of data systematically drawn from the Scopus database covering 279 articles spanning three decades. We use bibliometrix package in R software and VOSviewer to generate and analyze the networks. Document co-citation analysis yielded four clusters, each capturing a dominant theme. Cluster 1: consumer and cause characteristics affecting CRM response; cluster 2: foundational work on CRM; cluster 3: price discounts, donations, and tradeoffs in consumer decision making; cluster 4: rooting and delineating CRM from CSR. Similarly, document bibliographic coupling analysis yielded four clusters, each capturing a dominant theme. Cluster 1: literature reviews and CRM in different contexts; cluster 2: company-cause-consumer congruence in CRM; cluster 3: donation and price-related factors in CRM; cluster 4: consumer skepticism in CRM. Together these eight clusters form the intellectual structure of CRM research. We hope this study will serve researchers in overviewing the intellectual structure of the CRM field. Further, we augmented the findings of studies in these clusters with recent articles published in leading marketing journals to establish a future research agenda under four themes: impact of company characteristics on CRM; effects of individual consumer differences on CRM response; the negative impact of CRM and CRM from NPO perspective.

Keywords: Cause-related marketing (CRM); Cause marketing; Corporate social responsibility; Bibliometric analysis; Literature review (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s12208-022-00347-1

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