Back to the roots of cause-related marketing – A systematic literature review of cooperation motives

Sandra Stötzer () and Katharina Kaltenbrunner
Additional contact information
Sandra Stötzer: Johannes Kepler University Linz
Katharina Kaltenbrunner: Paris Lodron University Salzburg

International Review on Public and Nonprofit Marketing, 2024, vol. 21, issue 3, No 8, 713-734

Abstract: Abstract Based on a systematic literature review, this paper explores the motives for cooperation between nonprofit organizations (NPO) and companies as profit organizations (PO) in the context of cause-related marketing (CrM) partnerships. CrM is a marketing and fundraising tool which combines the purchase of products with a “good cause” and has already gained significant attention in theory and practice as a widespread practice of corporate social responsibility. However, research often focuses on specific aspects and primarily on the perspective of consumers (i.e., their purchase or support intentions), while only a few studies deal with the motives that NPO and PO pursue with such intersectoral collaboration. Overall, the findings indicate that research on the NPO’s view is particularly limited and that CrM is generally based on a bundle of motives or (both financial and non-financial) goals, with the self-interested perspective of PO appearing to be dominant. The paper suggests several avenues for further research and advocates a stronger focus on fundamental questions that were raised decades ago but have not been adequately answered since the origins of CrM.

Keywords: Cause-related marketing; Cooperation motives; Corporate philanthropy; Corporate social responsibility; Systematic literature review (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s12208-024-00396-8 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:irpnmk:v:21:y:2024:i:3:d:10.1007_s12208-024-00396-8

Ordering information: This journal article can be ordered from
http://www.springer.com/business/journal/12208

DOI: 10.1007/s12208-024-00396-8

Access Statistics for this article

International Review on Public and Nonprofit Marketing is currently edited by Helena Maria Alves

More articles in International Review on Public and Nonprofit Marketing from Springer, International Association of Public and Non-Profit Marketing
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().