Articlediamond2016

A Journey of Cause Related Marketing from 1988 to 2016

Thamaraiselvan Natarajan · Senthil Arasu Balasubramanian · Daniel Inbaraj Jublee

36 citations0/0 files storedInternational Journal of Business and Management

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Consumer Behavior in Brand Consumption and Identification Corporate Social Responsibility Reporting Corporate Social Responsibility and Sustainability

Abstract

Cause-related marketing (CrM) has been a topic of interest to academicians, researchers and practitioners in disciplines of marketing. The increasing number of publications by various authors in this area reflects its importance. In this work, we review research papers on CrM that have been published in peer-reviewed journals in the past two decades to provide insights to researchers and practitioners into the various factors that influence the success of CrM. This study summarizes and critiques empirical findings found in cause-related marketing literature from 1988-2016 (August). Three hundred and two papers published in reputed journals during this period are reviewed. The review also identifies knowledge gaps in the area of CrM.

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1991The theory of planned behavior 1988Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy 2000The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?2007Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing 1989The Role of Attitude Accessibility in the Attitude-to-Behavior Process 2007Cause-Related Marketing (CRM): The Influence of Donation Proximity and Message-Framing Cues on the Less-Involved Consumer 2002The role of brand/cause fit in the effectiveness of cause-related marketing campaigns 1992Consumer Perceptions of Organizations that Use Cause-Related Marketing

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