Cause-related marketing in a polarised global marketplace

Bridgitte Kiprop and Leila Samii
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Bridgitte Kiprop: Southern New Hampshire University, USA
Leila Samii: Southern New Hampshire University, Academic Center, USA

Journal of Brand Strategy, 2020, vol. 9, issue 3, 271-283

Abstract: The purpose of this paper is to explore what cause-related marketing campaign strategies corporations are using to address social concerns polarising society in more recent times. Using a case study analysis approach a conceptual discussion and a framework are presented that show four different viewpoints on cause-related marketing campaign strategies and how corporations are using them to build trust while addressing the various polarising issues. The more explicit corporations are in taking a stand on polarising social issues, the greater the psychological bond they create, which, hence, elicits the active engagement of both their consumers and employees to undertake social causes; however, undertaking to support social causes can be a risky strategy and managers need to ensure congruity between the partnership for social causes and the power of the message conveyed to its consumers. Availing such opportunities to engage in social causes at work has the added benefit of attracting and retaining good employees, giving the corporation greater credibility and boosting its corporate brand image.

Keywords: cause-related marketing; brand equity; corporate brand; consumer trust; polarised brands; corporate social responsibility (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2020:v:9:i:3:p:271-283

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