Cause-related marketing (CaRM) and corporate social responsibility (CSR)

Khosro Jahdi

Social Responsibility Journal, 2014, vol. 10, issue 4, 674-684

Abstract: Purpose - – The purpose of this article is to investigate the basis of conveying a socially responsible image of organisations through a cause-related marketing (CaRM) approach. Design/methodology/approach - – The research was conducted mainly through the evaluation and review of material on the subject area, i.e. secondary research. Findings - – The findings of the research indicate that CaRM has the potential to improve an organisation’s stance in the society and depict it as a socially responsible entity. One major finding of the research is that without an appropriate and relevant “strategic fit”, time and effort invested in CaRM might prove futile. Research limitations/implications - – The limited material on the subject of CaRM in general and its relationship with CSR in particular makes the task of preparing such a paper something of a challenge. Practical implications - – The results show that the quality of an organisation’s image and reputation in the eyes of its stakeholders can be influenced by its CSR-related initiatives. However, the firm should invest time and money to make this feasible. Social implications - – The absence of a strategic fit between a firm and its cause could prove to be counter-productive in the societyvis-à-visits corporate image and reputation. Originality/value - – This paper adds to previous CSR- and marketing-related research and publications and aims to provide an insight into the dynamics of CaRM.

Keywords: Corporate social responsibility (CSR); Strategic fit; Corporate Image; Cause-related marketing (CaRM) (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eme:srjpps:v:10:y:2014:i:4:p:674-684

DOI: 10.1108/SRJ-07-2012-0063

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