To What Extent Company Image Improves through Cause- Related Marketing? An Evidence from Food Industry 1,2

For the past two decades increasing effort has been given to investigating the influence of cause-related marketing (CRM) activities on consumers' attitudes and behaviours. Because consumers may react differently to companies that operate in the same industry with similar CRM applications, the...

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Bibliographic Details
Published inBusiness and economics research journal Vol. 10; no. 4; pp. 973 - 990
Main Author Iscioglu, Tutku Eker
Format Journal Article
LanguageEnglish
Published Bursa Adem Anbar 01.10.2019
Subjects
Alliances
Brand loyalty
Competitive advantage
Consumers
Corporate image
Corporate profits
Corporate responsibility
Donations
Employees
Ethics
Marketing
Profitability
Sales
Social responsibility
Istanbul Turkey
Turkey
Asia
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Summary:For the past two decades increasing effort has been given to investigating the influence of cause-related marketing (CRM) activities on consumers' attitudes and behaviours. Because consumers may react differently to companies that operate in the same industry with similar CRM applications, the understanding of the requirements of a successful CRM application is crucial. This study aims to investigate to what extent the company image would improve for a company after applying a CRM campaign. It is suggested that the magnitude of company image improvement would be influenced by: (1) company trustworthiness; (2) the type of CRM campaign (being either a strategic or a tactical campaign). To test the hypotheses, Repeated Measures MANCOVA was used with a sample of 600 respondents in Istanbul, Turkey. The results show that only the type of CRM campaign improves the company image and surprisingly tactical CRM campaign results in more image improvement than does strategic CRM campaign.
ISSN:1309-2448