Cause-related marketing in the retail and finance sectors: An exploratory study of the determinants of cause selection and nonprofit alliances

Nonprofit and Voluntary Sector Quarterly

Volumn 39, Issue 1, 2010, Pages 77-101

  Liston Heyes, Catherine ^a   Liu, Gordon ^b  

^a UNIVERSITY OF LONDON   (United Kingdom)

^b BOURNEMOUTH UNIVERSITY   (United Kingdom)

Author keywords

Cause related marketing; Corporate behavior; Financial services sector; Nonprofit organizations; Organizational legitimacy theory; Retail sector

Indexed keywords

EID: 77949347251     PISSN: 08997640     EISSN: None     Source Type: Journal    
DOI: 10.1177/0899764008326680     Document Type: Article

References (49)

1. Adkins, S. (1999). Cause related marketing: Who cares wins. London: Elsevier Ltd., Butterworth-Heinemann.
2. Adlaigan, A.H., & Buttle, F.A. (2001). Consumer involvement in financial services: An empirical test of two measures. International Journal of Bank Marketing, 19, 232-245.
3. Algesheimer, R., Dholakia, U., & Herrmann, A. (2005). The social influence of brand community: Evidence from European Car Club. Journal of Marketing, 69, 19-34.
4. Arentze, T., Oppewal, H., & Timmermans, H. (2005). A multipurpose shopping trip model to assess retail agglomeration effects. Journal of Marketing Research, 42, 109-115.
5. Ashforth, B., & Gibbs, B. (1990). The double-edge of organizational legitimation. Organization Science, 1, 177-194.
6. Barone, M.J., Miyazaki, A.D., & Taylor, K.A. (2000). The influence of CRM on consumer choice: Does one good turn deserve another? Journal of the Academy of Marketing Science, 28, 248-262.
7. Beckett, A., Hewer, P., & Howcroft, B. (2000). An exposition of consumer behaviour in the financial services industry. International Journal of Bank Marketing, 18, 15-26.
8. Berger, I., Cunningham, P., & Drumwright, M. (2004). Social alliances: Company nonprofit collaboration. California Management Review, 47, 58-90.
9. Brewer, G.A. (2002, August). Public service motivation: Theory, evidence, and prospects for research. Paper presented at the Annual Meeting of the American Political Science Association, Boston.
10. Bronn, P.S., & Vrioni, A.B. (2001). Corporate social responsibility and cause-related marketing: An overview. International Journal of Advertising, 20, 207-222.
11. Calderon-Martinez, A., Mas-Ruiz, F., & Nicolau-Gonzalbez, J. (2005). Commercial and philanthropic sponsorship. International Journal of Marketing Research, 47, 75-99.
12. Campbell, D., Moore, G., & Metzger, M. (2002). Corporate philanthropy in the UK 1985-2000: Some empirical findings. Journal of Business Ethics, 39, 29-41.
13. Carlson, L., Grove, S.J., & Dorsch, M.J. (2003). Service advertising ad integrated marketing communications: An empirical examination. Journal of Current Issues and Research in Advertising, 25, 69-82.
14. Chang, H. (2006). Integrating the role of sales agent into the branding model in the insurance industry. Journal of American Academy of Business, 8, 278-285.
15. Clarke, I. (2000). Retail power, competition and local consumer choice in the UK grocery sector. European Journal of Marketing, 34, 975-1002.
16. Cunningham, M.H., & Cushing, P. (1993, February). CRM appeals in advertising: Do they increase effectiveness? Paper presented at the Annual Conference on Consumer Psychology, St. Petersburg, FL.
17. Deegan, C. (2007). Organisational legitimacy as a motive for sustainability reporting. In J. Unerman, B. O'Dwyer, & J. Bebbington (Eds.), Sustainability, accounting and accountability (127-149). London: Routledge.
18. Docherty, S., & Hibbert, S. (2003). Examining company experiences of a UK CRM campaign. International Journal of Nonprofit and Voluntary Sector Marketing, 8, 378-389.
19. Dowling, J., & Pfeffer, J. (1975). Organizational legitimacy: Social values and organizational behaviour. Pacific Sociological Review, 18, 122-136.
20. Eikenberry, A., & Kluver, J.D. (2004). The marketization of the non-profit sector: Civil society at risk? Public Administration Review, 64, 132-140.
21. Eisingerich, A., & Bell, S. (2006). Relationship marketing in the financial services industry: The importance of customer education, participation and problem management for customer loyalty. Journal of Financial Services Marketing, 10, 86-97.
22. Ellen, P.S., Mohr, L.A., & Webb, D.J. (1995, October). Consumer reactions to corporate social responsibility: Do attributions make a difference? Paper presented at the Association of Consumer Research Annual Conference, Minneapolis, MN.
23. Gray, R., Owen, D., & Adams, C. (1996). Accounting and accountability: Changes and challenges in corporate social and environmental reporting. London: Prentice Hall.
24. Hamlin, R.P., & Wilson, T. (2004). The impact of cause branding on consumer reaction reactions to products: Does product/cause fit really matter? Journal of Marketing, 20, 663-681.
25. Hess, D., Rogovsky, N., & Dunfee, T.W. (2002). The next wave of corporate community involvement. California Management Review, 44, 110-125.
26. Jones, S.A., Suter, T.A., & Koch, E. (2006). Affinity credit cards as relationship marketing tools: A conjoint analytic exploration of combined product attributes. Sport Marketing Quarterly, 15, 138-146.
27. Kotler, P., & Lee, N. (2005). Corporate social responsibility: Doing the most good for your company and your cause. Hoboken, NJ: John Wiley.
28. Kottasz, R. (2004). How should charitable organisations motivate young professionals to give philanthropically? International Journal of Nonprofit and Voluntary Sector Marketing, 9, 9-27.
29. Lafferty, B.A., & Matulich, E. (2002). Consumers' perceptions of cause-related marketing: Does the importance of the cause matter? In B. T. Venable (Ed.), Marketing advances in pedagogy, process, and philosophy (pp. 107-123). St. Petersburg, FL: Society for Marketing Advances.
30. Lafferty, B.A., Goldsmith, R.E., & Hult, G.T. (2004). The impact of the alliance on the partners: A look at cause-brand alliances. Psychology of Marketing, 21, 509-531.
31. Landreth, G.S., & Folse, J.A. (2007). Cause-related marketing. Journal of Advertising, 36, 19-33.
32. Liu, C.G. (2008). Cause-related marketing in the UK: A comparative analysis of corporate behaviour in the financial and retail sectors. Unpublished doctoral dissertation, University of London.
33. Martin-Consuegra, D., Molina, A., & Esteban, A. (2006). The customers' perspective on relational benefits in banking activities. Journal of Financial Marketing, 10, 98-108.
34. McDonald, R. (2007). An investigation of innovation in nonprofit organizations: The role of organizational mission. Nonprofit and Voluntary Sector Quarterly, 36, 256-281.
35. Mirvis, P.H., & Hackett, E.J. (1983). Work and work force characteristics in the nonprofit sector. Monthly Labor Review, 106, 3-12.
36. Moir, L., & Taffler, R.J. (2004). Does corporate philanthropy exist? Business giving to the arts in the UK. Journal of Business Ethics, 54, 149-161.
37. O'Donovan, G. (2002). Environmental disclosures in the annual report: Extending the applicability and predictive power of legitimacy theory, Accounting, Auditing & Accountability Journal, 15, 344-371.
38. Office for National Statistics (UK). (2006). Introduction to UK Standard Industrial Classification of Economic Activities UK SIC(92). Retrieved January 25, 2008, from http://www.Statistics.Gov.Uk/Methods_Quality/Sic.
39. Pfeffer, J. (1981). Management as symbolic action: The creation and maintenance of organizational paradigms. Research in Organizational Behavior, 13, 1-52.
40. Ross, J.K., Patterson, L.T., & Stutts, M.A. (1992). Consumer perceptions of organizations that use cause-related marketing. Journal of Marketing Science, 20, 93-97.
41. Sethi, S.P. (1977). Advocacy advertising and large corporations. Lexington, MA: Lexington Books.
42. Shoham, A., Ruvio, A., Vigoda-Gadot, E., & Schwabsky, N. (2006). Market orientations in the nonprofit and voluntary sector: A meta-analysis of their relationships with organizational performance. Nonprofit and Voluntary Sector Quarterly, 35, 453-476.
43. Smith, S.M., & Alcorn, D.S. (1991). CRM: A new direction in the marketing of corporate responsibility. Journal of Consumer Marketing, 8, 19-34.
44. Strahilevitz, M., & 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, 24, 434-446.
45. Suchman, M. (1995). Managing legitimacy: Strategic and institutional approaches. Academy of Management Review, 20, 571-610.
46. Vanderveer, R. (2004). Global message for global branding: New approaches to product positioning- Globally integrated, locally tailored. International Journal of Medical Marketing, 4, 329-337.
47. Varadarajan, R., & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52, 58-74.
48. Varki, S., & Wong, S. (2003). Consumer involvement in relationship marketing of services. Journal of Service Research, 6, 83-91.
49. Wood, A. (2005). Loyalty-What can it really tell you? Database Marketing & Customer Strategy Management, 13, 55-63.