The combination of efforts of Profit-Organizations (POs) and Non-Profit-Organizations(NPOs) to benefit from a collaboration has gained increased attention throughout the last couple of years (Belch & Belch, 2004). Events such as the BP oil leak in the Gulf of Mexico, the Enron scandal or the fraudulent participation of investment banks in the most recent financial crisis have fueled the discussion of ethical codes of conduct for corporations, their social responsibility in society and thus their social commitment(Kotler & Lee, 2005), (Hess, Rogovsky, & Dunfee, 2002), (Horrigan, 2010).
The contribution of business entities in social causes made them consider their possibilities to not only act socially responsible, but profitable at the same time (Zdravkovic,Magnusson, & Stanley, 2010). This called marketers to action, designing strategies that
would highlight a company’s willingness to do good, advance the company’s reputable image, enhance customer retention and increase sales (ib.).The success of this new and uprising type of marketing, CRM, is determined by many factors, one of them being the
fit of the collaborating partners (Fries, 2010).
The aim of this work is the presentation of the current state of research of the success of CRM. A further objective of this thesis is the systematic elaboration of empirical studies to draw conclusions about possible effects on the success of CRM campaigns.
Table of Contents
1. Introduction
2. Background
2.1. Definition of Cause-Related Marketing
2.2. Definition of Fit in Cause-Related Marketing
2.3. Conceptual Framework
2.3.1. Overview
2.3.2. Fit in Cause-Related Marketing
2.3.3. Success Effects of Cause-Related Marketing Campaigns
2.3.4. Moderators
3. Methodology of the Empirical Studies
4. Results of the Empirical Studies
4.1. Effects of Fit on Cause-Related Marketing Success
4.1.1. Influences of Fit on Cognitive Success
4.1.2. Influences of Fit on Affective Success
4.1.3. Influences of Fit on Conative Success
4.1.4. Summary of the Influences of Fit
4.2. Moderating Effects
4.2.1. Brand-related Moderating Effects
4.2.2. Cause-related Moderating Effects
4.2.3. Consumer-related Moderating Effects
4.2.4. Campaign-Related Moderating Effects
4.2.5. Summary of the Influences of Moderating Effects
5. Implications
5.1. Managerial Implications
5.2. Research Implications
6. Summary
Research Objectives and Core Themes
The primary objective of this thesis is to systematically analyze the current state of academic research regarding the influence of "fit" on the success of Cause-Related Marketing (CRM) campaigns. It investigates how the perceived alignment between brands/organizations and social causes affects cognitive, affective, and conative consumer outcomes, while identifying critical moderating variables that influence these relationships.
- The role of "fit" (brand-cause, PO-NPO, PO-cause) as a primary success factor in CRM.
- The distinction between cognitive, affective, and conative consumer reactions to CRM.
- Identification and categorization of moderating effects (brand, cause, consumer, and campaign-related).
- Critical review of empirical methodologies used to measure CRM success in existing literature.
- Practical implications for marketing managers regarding resource allocation and long-term brand equity.
Excerpt from the Book
2.3.2. FIT IN CAUSE-RELATED MARKETING
An independent variable is directly causing or affecting the result of a research study (Hall, 2008). Hence, the fit directly influences the outcome on how successful a CRM campaign is.
Due to time restrictions, this thesis highlights the influences of fit on the success of CRM campaigns only. Even though, further factors besides fit affect the success of a CRM campaign such as cause, product, company and consumer characteristics, design elements and the NPO (Fries, 2010).
The fit in CRM is one success factor that determines the success of CRM campaigns directly (Fries, 2010). Kotler and Lee (2005) even describe fit as one of the most important keys to success in CRM. Generally speaking, high fit results in positive effects of consumer attitude towards the PO or brand (Aaker & Keller, 1990). Consequently, low fit leads to low brand or PO perception, which then triggers diminished consumer reaction (Simmons & Becker-Olsen, 2006).
Fit can take various dimensions in a CRM context, namely brand-cause fit, PO-NPO fit as well as PO-cause fit. Further relations of fit are not taken into consideration as the mentioned dimensions offer the broadest research background. Researchers mainly focus on the brand-cause fit. Brand-cause fit describes the suitability of a brand and/or product and a social cause based on the consumer’s opinion (Lafferty & Goldsmith, 2005). It includes two aspects of fit, functional fit and image fit (Trimble & Rifon, 2006). Functional fit is the comparison of product functions to a brand, which is then paralleled to a cause (Bigné-Alcañiz, Currás-Pérez, & Sánchez-García, 2009). Image fit relies on similar image and positioning features of a brand and a cause (ib.). High fit occurs when the PO’s core consumer values are integrated in the brand and cause (Trimble & Rifon, 2006).
Summary of Chapters
1. Introduction: Outlines the rise of Cause-Related Marketing (CRM) and sets the research objective to examine the impact of "fit" on CRM campaign success.
2. Background: Defines CRM and "fit," establishes the conceptual framework, and details the theoretical basis for success effects and moderators.
3. Methodology of the Empirical Studies: Provides an overview of the experimental data collection methods used in 19 studies between 2003 and 2010.
4. Results of the Empirical Studies: Analyzes the mixed direct effects of fit on success stages and explores how various moderators alter these relationships.
5. Implications: Offers managerial advice for campaign planning and identifies research gaps for future academic investigation.
6. Summary: Reviews the research findings, confirming that fit impact is complex and highly dependent on moderating factors.
Key Keywords
Cause-Related Marketing, CRM, Fit, Brand-Cause Fit, Consumer Behavior, Corporate Social Responsibility, CSR, Empirical Research, Marketing Success, Brand Perception, Purchase Intention, Moderating Effects, Consumer Psychology, Brand Awareness, Marketing Strategy.
Frequently Asked Questions
What is the fundamental focus of this research?
This thesis examines the impact of "fit"—the perceived alignment between a company and a social cause—on the overall success of Cause-Related Marketing (CRM) campaigns.
What are the central thematic fields?
The core themes include the definition and categorization of fit, the analysis of consumer reaction stages (cognitive, affective, conative), and the investigation of moderating factors that influence campaign outcomes.
What is the primary research goal?
The primary goal is to synthesize existing empirical studies to clarify how, and under what conditions, the alignment between partners determines the effectiveness of a CRM collaboration.
Which scientific methods are applied in the underlying studies?
The work utilizes a meta-analytical approach, reviewing 19 empirical studies that primarily rely on quantitative, experimental designs, such as lab experiments and online surveys.
What does the main body address?
The main body systematically classifies the "success" of CRM into cognitive, affective, and conative stages and explores how moderators like brand familiarity, cause affinity, and communication extend influence these outcomes.
Which keywords characterize this work?
Key terms include Cause-Related Marketing (CRM), Fit, Brand-Cause Alignment, Consumer Psychology, and Moderating Effects in marketing communications.
How do researchers explain the mixed results regarding the impact of fit?
The research notes that results are inconsistent due to variations in experimental design, the use of diverse success measures, and the significant influence of unobserved moderating factors that overshadow the direct effect of fit.
What is the significance of the "warm glow" in this context?
The "warm glow" refers to the positive emotional satisfaction customers experience when acting in a socially responsible way, which serves as a psychological driver for consumer participation in CRM.
- Arbeit zitieren
- Anna Lena Bischoff (Autor:in), 2011, Cause Related Marketing, München, GRIN Verlag, https://www.grin.com/document/188208
