IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v18y2021i2d10.1007_s12208-020-00268-x.html
   My bibliography  Save this article

The impact of cause-related marketing campaigns on the reputation of corporations and NGOs

Author

Listed:
  • Enrique Carlos Bianchi

    (Catholic University of Córdoba)

  • Gaspar Gracia Daponte

    (Catholic University of Córdoba)

  • Leticia Pirard

    (Catholic University of Córdoba)

Abstract

This study aims to measure the impact on the reputation of corporations and NGOs through their involvement in cause-related marketing campaigns. Quantitative findings enable us to examine two great central ideas regarding the background and consequences of this alliance. First, in terms of goals, perception of the success of the campaign is precisely due to the participation of the NGO as a committed social organization rather than the contribution of the corporation which, in the current CSR paradigm, is challenged to carry out action campaigns in the community. Second, in terms of the actors’ reputation, the corporation obtains higher capitalization from the cause-related marketing campaign than the NGO. In other words, corporations benefit enormously from the image of NGOs to whom it is associated and gives support. Regarding the achievement of its social aim, it is perceived as very good by the community, resulting in an increase in corporate reputation that is distinctly superior to the reputation benefits obtained by the participating NGO.

Suggested Citation

  • Enrique Carlos Bianchi & Gaspar Gracia Daponte & Leticia Pirard, 2021. "The impact of cause-related marketing campaigns on the reputation of corporations and NGOs," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(2), pages 187-205, June.
  • Handle: RePEc:spr:irpnmk:v:18:y:2021:i:2:d:10.1007_s12208-020-00268-x
    DOI: 10.1007/s12208-020-00268-x
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-020-00268-x
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.

    File URL: https://libkey.io/10.1007/s12208-020-00268-x?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Géraldine Michel & Sophie Rieunier, 2012. "Nonprofit brand image and typicality influences on charitable giving," Post-Print halshs-01887007, HAL.
    2. Michel, Géraldine & Rieunier, Sophie, 2012. "Nonprofit brand image and typicality influences on charitable giving," Journal of Business Research, Elsevier, vol. 65(5), pages 701-707.
    3. Cormier, Denis & Magnan, Michel, 2003. "Environmental reporting management: a continental European perspective," Journal of Accounting and Public Policy, Elsevier, vol. 22(1), pages 43-62.
    4. MacMillan, Keith & Money, Kevin & Money, Arthur & Downing, Steve, 2005. "Relationship marketing in the not-for-profit sector: an extension and application of the commitment-trust theory," Journal of Business Research, Elsevier, vol. 58(6), pages 806-818, June.
    5. Min Ah Jeon & Daechun An, 2019. "A study on the relationship between perceived CSR motives, authenticity and company attitudes: a comparative analysis of cause promotion and cause-related marketing," Asian Journal of Sustainability and Social Responsibility, Springer, vol. 4(1), pages 1-14, December.
    6. Mª de las Mercedes Galán Ladero & Clementina Galera Casquet, 2014. "Marketing con causa. Evidencias prácticas desde la perspectiva del consumidor," DOCFRADIS Working Papers 1401, Catedra Fundación Ramón Areces de Distribución Comercial, revised Apr 2014.
    7. George E. Mitchell & Sarah S. Stroup, 2017. "The reputations of NGOs: Peer evaluations of effectiveness," The Review of International Organizations, Springer, vol. 12(3), pages 397-419, September.
    8. Wendy Liu & Jennifer Aaker, 2008. "The Happiness of Giving: The Time-Ask Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(3), pages 543-557, May.
    9. Bennett, Roger & Sargeant, Adrian, 2005. "The nonprofit marketing landscape: guest editors' introduction to a special section," Journal of Business Research, Elsevier, vol. 58(6), pages 797-805, June.
    10. A. Sargeant & J. Hudson & D. C. West, 2008. "Conceptualizing brand values in the charity sector: the relationship between sector, cause and organization," The Service Industries Journal, Taylor & Francis Journals, vol. 28(5), pages 615-632, June.
    11. Liu, Wendy & Aaker, Jennifer L., 2008. "The Happiness of Giving: The Time-Ask Effect," Research Papers 1998, Stanford University, Graduate School of Business.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Rezaee Vessal, Saeedeh & Partouche-Sebban, Judith & Schiavone, Francesco & Raïes, Karine, 2022. "We link, you link: Social alliances and community engagement among vulnerable consumers in oncology," Journal of Business Research, Elsevier, vol. 143(C), pages 36-45.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. He Tingting, 2021. "Comparing Money and Time Donation: What Do Experiments Tell Us?," Marketing of Scientific and Research Organizations, Sciendo, vol. 41(3), pages 65-94, September.
    2. Michel, Géraldine & Rieunier, Sophie, 2012. "Nonprofit brand image and typicality influences on charitable giving," Journal of Business Research, Elsevier, vol. 65(5), pages 701-707.
    3. Moon, Sangkil & Azizi, Kathryn, 2013. "Finding Donors by Relationship Fundraising," Journal of Interactive Marketing, Elsevier, vol. 27(2), pages 112-129.
    4. Yuangao Chen & Ruyi Dai & Jianrong Yao & Yixiao Li, 2019. "Donate Time or Money? The Determinants of Donation Intention in Online Crowdfunding," Sustainability, MDPI, vol. 11(16), pages 1-21, August.
    5. Michaelidou, Nina & Micevski, Milena & Cadogan, John W., 2015. "An evaluation of nonprofit brand image: Towards a better conceptualization and measurement," Journal of Business Research, Elsevier, vol. 68(8), pages 1657-1666.
    6. Zoe Lee & Amanda Spry & Yuksel Ekinci & Jessica Vredenburg, 2024. "From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 193-211, March.
    7. Abas Mirzaei & Cynthia M. Webster & Helen Siuki, 2021. "Exploring brand purpose dimensions for non-profit organizations," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 186-198, March.
    8. Yi-Ching Hsieh & Hung-Chang Chiu & Yun-Chia Tang & Wei-Yun Lin, 2018. "Does Raising Value Co-creation Increase All Customers’ Happiness?," Journal of Business Ethics, Springer, vol. 152(4), pages 1053-1067, November.
    9. Lefroy, Kathryn & Tsarenko, Yelena, 2014. "Dependence and effectiveness in the nonprofit-corporate alliance: The mediating effect of objectives achievement," Journal of Business Research, Elsevier, vol. 67(9), pages 1959-1966.
    10. Ayelet Gneezy & Alex Imas & Amber Brown & Leif D. Nelson & Michael I. Norton, 2012. "Paying to Be Nice: Consistency and Costly Prosocial Behavior," Management Science, INFORMS, vol. 58(1), pages 179-187, January.
    11. Wuryanti Kuncoro & Hanifah Azhar Windyasari, 2021. "Consumer Purchasing Decision Improvement Model through Brand Image, Religiosity, Brand Ambassador and Brand Awareness," International Business Research, Canadian Center of Science and Education, vol. 14(8), pages 1-42, August.
    12. Diogo Hildebrand & Yoshiko Demotta & Sankar Sen & Ana Valenzuela, 2017. "Consumer Responses to Corporate Social Responsibility (CSR) Contribution Type," Post-Print hal-01576949, HAL.
    13. Yunhui Huang, 2016. "Downward Social Comparison Increases Life-Satisfaction in the Giving and Volunteering Context," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 125(2), pages 665-676, January.
    14. Sutan, Angela & Grolleau, Gilles & Mateu, Guillermo & Vranceanu, Radu, 2018. "“Facta non verba”: An experiment on pledging and giving," Journal of Economic Psychology, Elsevier, vol. 65(C), pages 1-15.
    15. Zhe Zhang & Siyu Peng, 2022. "Licensing Effect in Sustainable Charitable Behaviors," Sustainability, MDPI, vol. 14(24), pages 1-16, December.
    16. Chuan, Amanda & Samek, Anya Savikhin, 2014. "“Feel the Warmth” glow: A field experiment on manipulating the act of giving," Journal of Economic Behavior & Organization, Elsevier, vol. 108(C), pages 198-211.
    17. Carroll, Ryall & Kachersky, Luke, 2019. "Service fundraising and the role of perceived donation efficacy in individual charitable giving," Journal of Business Research, Elsevier, vol. 99(C), pages 254-263.
    18. Fabio La Rosa & Sergio Paternostro & Francesca Bernini, 2023. "Corporate and regional governance antecedents of the Legality Rating of private Italian companies," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 27(1), pages 297-329, March.
    19. Yang, Zhiyong & Janakiraman, Narayan & Hossain, Mehdi T. & Grisaffe, Douglas B., 2020. "Differential effects of pay-it-forward and direct-reciprocity on prosocial behavior," Journal of Business Research, Elsevier, vol. 121(C), pages 400-408.
    20. Aaker, Jennifer L. & Garbinsky, Emily N. & Vohs, Kathleen D., 2011. "Cultivating Admiration in Brands: Warmth, Competence, and Landing in the "Golden Quadrant"," Research Papers 2087, Stanford University, Graduate School of Business.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:irpnmk:v:18:y:2021:i:2:d:10.1007_s12208-020-00268-x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.