Building brand equity with cause-related marketing: A comparison with sponsorship and sales promotion

Autor:	Nigel Kenneth Pope, Kate Westberg
Rok vydání:	2012
Předmět:	Marketing Consumer response business.industry Brand awareness media_common.quotation_subject Marketing communication Advertising Brand management Sales promotion Perception Communication methods Business Brand equity Business and International Management media_common
Zdroj:	Journal of Marketing Communications. 20:419-437
ISSN:	1466-4445 1352-7266
DOI:	10.1080/13527266.2012.723025
Popis:	Building brand equity is a key objective for a range of communication activities; however, greater understanding is required on how different communication options compare in their impact on consumer response to a brand. In particular, firms are increasingly using cause-related marketing (CRM) to achieve business as well as social objectives, yet there has been limited research comparing the effectiveness of this strategy to other communication methods that may achieve similar brand-related outcomes. Using an experimental design, we examine consumer attitudes toward CRM and CRM's impact on brand attitude compared with two other communication options: sponsorship and sales promotion. Our results show that consumers respond more positively to CRM and that this strategy can be more effective in achieving brand-related objectives. However, consumers must perceive that the partnered cause fits with the brand. In fact, perception of fit plays a more critical role in determining the impact of CRM than in the imp...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::c607ce11aed0cf24c4059393d13470a8 https://doi.org/10.1080/13527266.2012.723025 Zobrazit plný text záznamu