The effect of strategic and tactical cause-related marketing on consumers' brand loyalty

Journal of Consumer Marketing

Volumn 23, Issue 1, 2006, Pages 15-25

  Van Den Brink, Douwe ^a   Odekerken Schröder, Gaby ^a,b   Pauwels, Pieter ^a,b,c,d  

^a MAASTRICHT UNIVERSITY   (Netherlands)

^b MAASTRICHT UNIVERSITY   (Netherlands)

^c VLERICK BUSINESS SCHOOL   (Belgium)

^d SAINT PETERSBURG ELECTROTECHNICAL UNIVERSITY LETI   (Russian Federation)

Author keywords

Brand loyalty; Cause marketing; Experimentation

Indexed keywords

EID: 33644505202     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363760610641127     Document Type: Article

References (45)

1. Aaker, D.A. (1996), Building Strong Brands, The Free Press, New York, NY.
2. Amine, A. (1998), "Consumers' true brand loyalty: the central role of commitment", Journal of Strategic Marketing, Vol. 6 No. 4, pp. 305-19.
3. Antil, J.H. (1984), "Conceptualization and operationalization of involvement", Advances in Consumer Research, Vol. 11 No. 1, pp. 203-9.
4. Barnes, N.G. (1992), "Determinants of consumer participation in cause-related marketing campaigns", American Business Review, Vol. 10 No. 2, pp. 21-4.
5. Barone, M.J., Miyazaki, A.D. and Taylor, K.A. (2000), "The influence of cause-related marketing on consumer choice: does one good turn deserve another?", Journal of the Academy of Marketing Science, Vol. 28 No. 2, pp. 248-62.
6. Biswas, A. and Burton, S. (1993), "Consumer perceptions of tensile price claims in advertisements: an assessment of claim types across different discount levels", Journal of the Academy of Marketing Science, Vol. 21 No. 3, pp. 217-29.
7. Bloemer, J.M.M. and Kasper, H.D.P. (1995), "The complex relationship between consumer satisfaction and brand loyalty", Journal of Economic Psychology, Vol. 16 No. 2, pp. 311-29.
8. Brown, T.J. and Dacin, P.A. (1997), "The company and the product: corporate associations and consumer product responses", Journal of Marketing, Vol. 61 No. 1, pp. 68-84.
9. Business in the Community (2004), "Cause related marketing case studies", available at: www.bitc.org.uk/programmes/programmedirectory/ causerelatedmarketing/casestudies.html.
10. Celsi, R.L. and Olson, J.C. (1988), "The role of involvement in attention and comprehension processes", Journal of Consumer Research, Vol. 15 No. 2, pp. 210-24.
11. Chaudhuri, A. and Holbrook, M.B. (2001), "The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty", Journal of Marketing, Vol. 65 No. 2, pp. 81-93.
12. Creyer, E.H. and Ross, W.T. Jr (1997), "The influence of firm behavior on purchase intention: do consumers really care about business ethics?", Journal of Consumer Marketing, Vol. 14 No. 6, pp. 421-32.
13. De Wulf, K., Odekerken-Schröder, G.J. and Iacobucci, D. (2001), "Investments in consumer relationships: a cross-country and cross-industry exploration", Journal of Marketing, Vol. 65 No. 4, pp. 33-50.
14. Dekimpe, M.G., Steenkamp, J-B.E.M., Mellens, M. and Van den Abeele, P. (1997), "Decline and variability in brand loyalty", International Journal of Research in Marketing, Vol. 14 No. 5, pp. 405-20.
15. Dick, A.S. and Basu, K. (1994), "Customer loyalty: toward an integrated conceptual framework", Journal of the Academy of Marketing Science, Vol. 22 No. 2, pp. 99-113.
16. Drumwright, M.E. (1996), "Company advertising with a social dimension: the role of noneconomic criteria", Journal of Marketing, Vol. 60 No. 4, pp. 71-87.
17. Drumwright, M.E. and Murphy, P.E. (2001), "Corporate societal marketing", in Bloom, P.N. and Gundlach, G. (Eds), Handbook of Marketing and Society, Sage Publications, Thousand Oaks, CA, pp. 162-83.
18. Ellen, P.S., Mohr, L.A. and Webb, D.J. (2000), "Charitable programs and the retailer: do they mix?", Journal of Retailing, Vol. 76 No. 3, pp. 393-406.
19. Fournier, S. and Yao, J.L. (1997), "Reviving brand loyalty: a reconceptualization within the framework of consumer-brand relationships", International Journal of Research in Marketing, Vol. 14 No. 5, pp. 451-73.
20. Goldsmith, R.E. and Emmert, J. (1991), "Measuring product category involvement: a multitrait-multimethod study", Journal of Business Research, Vol. 23 No. 4, pp. 363-71.
21. Jacoby, J. and Chestnut, R.W. (1978), Brand Loyalty Measurement and Management, John Wiley & Sons, New York, NY.
22. Jacoby, J. and Kyner, D.B. (1973), "Brand loyalty vs repeat purchasing behavior", Journal of Marketing Research, Vol. 10 No. 1, pp. 1-9.
23. Kapferer, J-N. (1997), Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, Kogan Page, London.
24. Kapferer, J-N. and Laurent, G. (1985), "Consumer involvement profiles: a new practical approach to consumer involvement", Journal of Advertising Research, Vol. 25 No. 6, pp. 48-56.
25. Keller, K.L. and Aaker, D.A. (1992), "The effects of sequential introduction of brand extensions", Journal of Marketing Research, Vol. 29 No. 1, pp. 35-50.
26. Lafferty, B.A. and Goldsmith, R.E. (2005), "Cause-brand alliances: does the cause help the brand or does the brand help the cause?", Journal of Business Research, Vol. 58 No. 4, pp. 423-9.
27. McAlister, D.T. and Ferrell, L. (2002), "The role of strategic philanthropy in marketing strategy", European Journal of Marketing, Vol. 36 Nos 5/6, pp. 689-705.
28. Macleod, S. (2001), "Why worry about CSR?", Strategic Communication Management, Vol. 5 No. 5, pp. 8-9.
29. Maignan, I. and Ralston, D.A. (2002), "Corporate social responsibility in Europe and the US: insights from businesses' self-presentations", Journal of International Business Studies, Vol. 33 No. 3, pp. 497-514.
30. Maignan, I., Ferrell, O.C. and Hult, G.T.M. (1999), "Corporate citizenship: cultural antecedents and business benefits", Journal of the Academy of Marketing Science, Vol. 27 No. 4, pp. 455-69.
31. Miller, B.A. (2002), "Social initiatives can boost loyalty", Marketing News, Vol. 36 No. 21, pp. 14-15.
32. Mohr, L.A., Webb, D.J. and Harris, K.E. (2001), "Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior", The Journal of Consumer Affairs, Vol. 35 No. 1, pp. 45-72.
33. Odin, Y., Odin, N. and Valette-Florence, P. (2001), "Conceptual and operational aspects of brand loyalty: an empirical investigation", Journal of Business Research, Vol. 53 No. 2, pp. 75-84.
34. Oliver, R.L. (1997), Satisfaction: A Behavioral Perspective on the Consumer, McGraw-Hill, New York, NY.
35. Pracejus, J.W. and Olsen, G.D. (2004), "The role of brand/cause fit in the effectiveness of cause-related marketing campaigns", Journal of Business Research, Vol. 57, pp. 635-40.
36. Quester, P. and Lim, A.L. (2003), "Product involvement/brand loyalty: is there a link?", Journal of Product & Brand Management, Vol. 12 No. 1, pp. 22-38.
37. Sen, S. and Bhattacharya, C.B. (2001), "Does doing good always lead to doing better? Consumer reactions to corporate social responsibility", Journal of Marketing Research, Vol. 38 No. 2, pp. 225-43.
38. Smith, C. (1994), "The new corporate philanthropy", Harvard Business Review, Vol. 72 No. 3, pp. 105-16.
39. Strahilevitz, M. and Myers, J.G. (1998), "Donations to charity as purchase incentives: how well they work may depend on what you are trying to sell", Journal of Consumer Research, Vol. 24 No. 4, pp. 434-46.
40. Till, B.D. and Nowak, L.I. (2000), "Toward effective use of cause-related marketing alliances", Journal of Product & Brand Management, Vol. 9 No. 7, pp. 472-84.
41. Traylor, M.B. (1981), "Product involvement and brand commitment", Journal of Advertising Research, Vol. 21 No. 6, pp. 51-6.
42. Varadarajan, P.R. and Menon, A. (1988), "Cause-related marketing: a coalignment of marketing strategy and corporate philanthropy", Journal of Marketing, Vol. 52 No. 3, pp. 58-74.
43. Webb, D.J. and Mohr, L.A. (1998), "A typology of consumer responses to cause-related marketing: from skeptics to socially concerned", Journal of Public Policy & Marketing, Vol. 17 No. 2, pp. 226-38.
44. Welsh, J.C. (1999), "Good cause, good business", Harvard Business Review, Vol. 77 No. 5, pp. 21-4.
45. Zaichkowsky, J.L. (1985), "Measuring the involvement construct", Journal of Consumer Research, Vol. 12 No. 3, pp. 341-52.