Rethinking the boundaries of cause-related marketing: Addressing the need for a new definition

Shruti Gupta () and Meenakshi Handa ()
Additional contact information
Shruti Gupta: University School of Management Studies, Guru Gobind Singh Indraprastha University
Meenakshi Handa: University School of Management Studies, Guru Gobind Singh Indraprastha University

International Review on Public and Nonprofit Marketing, 2024, vol. 21, issue 3, No 6, 659-689

Abstract: Abstract Cause-related marketing (CrM) has become a mainstream marketing strategy in recent years. Through several innovations in its practice, it has evolved considerably from its traditional ‘percentage of sales will be devoted to supporting a cause’ form. This paper suggests that the definition and scope of CrM reflected in academic literature and applied usage must evolve to keep up with its practice. A search of 436 papers from seven databases (EBSCO, Elsevier, Emerald, JSTOR, ProQuest, SAGE and WILEY) resulted in the identification of 24 unique definitions of CrM. These 24 definitions were examined to identify the various dimensions of CrM activity they collectively subsume. A total of six dimensions were identified. Each definition was then mapped against these six dimensions to determine the dimensions that were included in the definition. The dimension scores and dimension ratios were computed employing the methodology of Dahlsrud (2008). A juxtaposition of the identified definitions and dimensions against several current CrM campaigns indicates the need for a wider definition of CrM than those currently being used. A broadened definition of CrM, which attempts to capture the multifarious hues of how CrM strategies are actually being practised, is proposed.

Keywords: Cause-related marketing; Campaigns; Definitions; Content analysis; Non-profits (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/s12208-024-00398-6 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_s12208-024-00398-6

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

DOI: 10.1007/s12208-024-00398-6

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 ().