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A Journey of Cause Related Marketing from 1988 to 2016

Author

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  • Thamaraiselvan Natarajan
  • Senthil Arasu Balasubramaniam
  • Daniel Inbaraj Jublee

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.

Suggested Citation

  • Thamaraiselvan Natarajan & Senthil Arasu Balasubramaniam & Daniel Inbaraj Jublee, 2016. "A Journey of Cause Related Marketing from 1988 to 2016," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(11), pages 247-247, October.
    • Handle: RePEc:ibn:ijbmjn:v:11:y:2016:i:11:p:247
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    References listed on IDEAS

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    1. Ahmad, Syed Tauqeer & Batool, Irem & Quarshi, Salman Ali & Hunjra, Ahmed Imran & Niazi, Ghulam Shabbir Khan, 2010. "Outcomes of cause related marketing: a demographic analysis," MPRA Paper 40692, University Library of Munich, Germany.
    2. Lafferty, Barbara A. & Edmondson, Diane R., 2014. "A note on the role of cause type in cause-related marketing," Journal of Business Research, Elsevier, vol. 67(7), pages 1455-1460.
    3. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    4. Gordon Liu & Wai-Wai Ko, 2011. "An Analysis of Cause-Related Marketing Implementation Strategies Through Social Alliance: Partnership Conditions and Strategic Objectives," Journal of Business Ethics, Springer, vol. 100(2), pages 253-281, May.
    5. Lafferty, Barbara A., 2007. "The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility," Journal of Business Research, Elsevier, vol. 60(5), pages 447-453, May.
    6. João Guerreiro & Paulo Rita & Duarte Trigueiros, 2016. "A Text Mining-Based Review of Cause-Related Marketing Literature," Journal of Business Ethics, Springer, vol. 139(1), pages 111-128, November.
    7. Joëlle Vanhamme & Adam Lindgreen & Jon Reast & Nathalie Popering, 2012. "To Do Well by Doing Good: Improving Corporate Image Through Cause-Related Marketing," Journal of Business Ethics, Springer, vol. 109(3), pages 259-274, September.
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    Cited by:

    1. Hina Yaqub Bhatti & M. Mercedes Galan-Ladero & Clementina Galera-Casquet, 2023. "Cause-related marketing: a systematic review of the literature," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 25-64, March.
    2. Shruti Gupta & Meenakshi Handa, 2024. "Rethinking the boundaries of cause-related marketing: Addressing the need for a new definition," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(3), pages 659-689, September.
    3. Jublee, Daniel Inbaraj & Kasilingam, Dharun & Stephen, Gladys, 2023. "Investigating the impact of brand vs cause interaction on cause related advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Saha, Sajeeb & Ranjan, Kumar Rakesh & Pappu, Ravi & Akhlaghpour, Saeed, 2023. "Corporate giving and its impact on consumer evaluations: A meta-analysis," Journal of Business Research, Elsevier, vol. 158(C).

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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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