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Cause-Related Marketing and Philanthropy at Times of Crisis and Increasing Digitisation

In: Business for Sustainability, Volume I

Author

Listed:
  • Marlen Demetriou

    (University of Nicosia)

  • Leonidas Efthymiou

    (University of Nicosia)

  • Avros Morphitis

    (University of Nicosia)

Abstract

The current chapter is a longitudinal study, which sheds light on social partnerships between non-profit organisations and multinational retail corporations at times of severe economic, health and societal crisis. At the same time, it explores the potential utilisation of digital technology at the intersection of cause-related marketing and philanthropy. The study draws on repeated interviews in two organisations (with the President of the Board, the Communication and PR manager of the Cyprus Anti-Cancer Society (CAS) and the Team Manager of Communications at Lidl Cyprus) over a period of seven years. During the pandemic, technology played an important role since it enabled social partnerships to remain successful and CAS to remain committed to charitable giving. Lidl’s brand and reputation have been enhanced, whereby, the retailer is able to measure this success through metrics and analytics in a systematic and institutionalized manner. Also, digitization opens up new dimensions and measurable results to cause-related marketing.

Suggested Citation

  • Marlen Demetriou & Leonidas Efthymiou & Avros Morphitis, 2023. "Cause-Related Marketing and Philanthropy at Times of Crisis and Increasing Digitisation," Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business, in: Demetris Vrontis & Alkis Thrassou & Leonidas Efthymiou & Yaakov Weber & S. M. Riad Shams & Evangelos (ed.), Business for Sustainability, Volume I, chapter 12, pages 249-272, Palgrave Macmillan.
  • Handle: RePEc:pal:pscchp:978-3-031-37361-9_12
    DOI: 10.1007/978-3-031-37361-9_12
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