Cause Related Marketing: Building the Corporate Image through Longterm Alliances with Non-profit Organisations

Marlen Demetriou and Ioanna Papasolomou

No 316, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: Corporations have long realised the benefits of Corporate Social Responsibility (CSR), particularly the Cause Related Marketing (CRM) and many have adopted CRM as a marketing tool for achieving their marketing objectives by demonstrating a commitment to improve the quality of life in the communities in which they operate. However, CRM proves to be a more successful tool for increasing the brand recognition when corporations develop long term alliances with non-profit organisations. This research offers a longitudinal comparative analysis of companies using CSR and points towards the effect CRM, coupled with alliances with non-profit organisations, has on corporate image of Cypriot businesses. The research methodology focuses primarily on surveys in 2004, 2007 and 2009/10 and personal interviews with the marketing managers of two companies using CRM in Cyprus. This research indicates that the majority of consumers recognize CSR efforts in those corporations which have established long term alliances with non-profit organizations.

Keywords: Corporate Social Responsibility (CSR); Cause Related Marketing (CRM); Non- Profit Organizations; Corporate Image; Cyprus; Branding (search for similar items in EconPapers)
Date: 2011
New Economics Papers: this item is included in nep-cwa and nep-mkt
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.apas.admpubl.snspa.ro/handle/2010/316
Our link check indicates that this URL is bad, the error code is: 500 Can't connect to www.apas.admpubl.snspa.ro:80 (A connection attempt failed because the connected party did not properly respond after a period of time, or established connection failed because connected host has failed to respond.)

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:nsu:apasro:316

Access Statistics for this paper

More papers in Apas Papers from Academic Public Administration Studies Archive - APAS Contact information at EDIRC.
Bibliographic data for series maintained by Ani Matei ().