Charity involvement and customer preference for charity brands

Much consideration has been given in academic world to the concept of cause-related marketing and its success. Also, the number of companies that undertake cause-related marketing initiatives has been increasing gradually. Literature stated various benefits to these companies, acting socially responsible, such as increased customers' preferences towards the brand/products marketed with some social causes, employees' commitments, increased sales and profits, brand image, product recognition, and company reputation. However, most of these studies centred on one aspect of the consequences of behaving in a socially responsible manner and only few studies focus on the transparency and ethics in cause-related marketing practices. The present study aims to fill the gap with the help of quantitative analysis of hundred responses to identify consumers' trust over the companies doing cause-related marketing. More purposely, the intent is to investigate cause-related marketing promotion as a tool to raise money for social cause, faith of consumers for contribution of the charitable amount for intending purpose and need for more transparency in cause-related activities of business.

2016

Bar Brazilian Administration Review, 2008

This study is an attempt to understand consumers' perceptions regarding Cause Related Marketing [CRM]. The research findings were based on a survey of 200 consumers in the Brighton area and published data. The research aim was focused on the consumers' perception of the alliance between corporations and non-profit organisations. The research found that consumers have a better perception of firms that work with charities and good causes than those that do not. They believe that the partnership between corporations and charities has an impact on the good of society. However, they are aware that corporations themselves benefit from this partnership. Concerning good causes, consumers prefer to support those related to Children. The researchers noticed that an individual connection with a cause might have considerable influence on consumer attitudes and behaviour in relation to a specific cause.

BAR. Brazilian Administration Review, 2008

This study is an attempt to understand consumers' perceptions regarding Cause Related Marketing [CRM]. The research findings were based on a survey of 200 consumers in the Brighton area and published data. The research aim was focused on the consumers' perception of the alliance between corporations and non-profit organisations. The research found that consumers have a better perception of firms that work with charities and good causes than those that do not. They believe that the partnership between corporations and charities has an impact on the good of society. However, they are aware that corporations themselves benefit from this partnership. Concerning good causes, consumers prefer to support those related to Children. The researchers noticed that an individual connection with a cause might have considerable influence on consumer attitudes and behaviour in relation to a specific cause.

Journal of Financial Services Marketing, 2004

In April 2000 the British Government legislated to provide UK citizens with a wide range of tax concessions on charitable donations, enabling registered UK charities to develop and launch new donor products similar in form to the 'planned giving' instruments that for many years have been available to supporters of US nonprofit organisations. This paper presents the outcomes to a study of the progress so far achieved by a sample of 89 British charities in their attempts to introduce planned giving products. The investigation explored the roles of certain market and other situational factors in motivating charities to establish planned giving instruments, the antecedents and consequences of heavy investment in the marketing of these new donor products, the main marketing methods employed; and the respondents' perceptions of the major problems involved and barriers to successful introduction.

AMA Winter Educators' Conference Proceedings, 1995

This paper looks at two aspects of cause-related marketing (size of the corporate donation and size of the cause-related promotion), and examines the impact of these two variables on consumer perceptions and participation in a cause-related marketing promotion. Findings suggest that the smaller the corporate donation, the more likely it is that consumers will believe that the nonprofit organization is being exploited by the for-profit corporation. Also, consumers were more likely to find the product involved in the cause-related marketing program to be appealing when the corporate donation was larger.

Social Business, 2013

The purpose of the study was to examine the perceptions of a sample of charity volunteers of (i) the quality and (ii) the usefulness of the quantity of their charity's advertising. Design/Methodology/Approach A questionnaire was distributed to 161 volunteers working for a single charity in the South East of England, resulting in 111 replies. The questionnaire was designed to assess possible connections between the degree of favourability of a volunteer's perceptions of the charity's advertisements and the person's sense of identification with the organisation, pride in belonging, commitment, and intention to remain. Perceptions of advertising quality and of the appropriateness of advertising quantity were posited to depend in part on a volunteer's general attitude towards advertising by charities and the individual's receipt of internal communications designed to leverage themes and messages contained in the organisation's advertisements. A model was constructed that assumed specific mediating and moderating relationships and was tested using the method of partial least squares. Findings The results indicated that a volunteer's perceptions of (i) the goodness-offit between values and beliefs portrayed in a charity's advertisements and the values and beliefs of the volunteer and (ii) the effectiveness of the charity's *Correspondence details and a biography for the author are located at the end of the article.

Journal of Targeting, Measurement and Analysis for Marketing, 2005

activities were of 'high quality', and their levels of financial contribution to and intentions regarding the continuation of their support for the charity. British charitable organisations are heavily

International Journal of Business and Management, 2011

Over the past two decades, the topic of nation brands has attracted the interest of academics, researchers, and policy markers alike. This study developed a conceptual framework of donation behaviour with nation brand perceptions as a mediating variable between donation motives and donation behaviour. The framework proposes that people's perception of a nation's brand will have significant implications on the willingness and extent of contribution to a charitable cause associated with the nation. The brand image of charitable organisations is proposed to moderate the relationship between nation brand perception and donation behaviour. The study also proposed that integrated marketing communications will significantly affect the perception of nation brands and the brand image of the charitable organisations. The paper concludes by discussing the practical and theoretical implications of the study.

2001

1. Research genesis and history 13 1.6.2 Registered charity 1.6.3 Fundraising 23 1.6.4 Voluntary income 1.6.5 Marketing 25 1.7 Summary 26 2. Fundraising-the gap in the literature 2.1 47 2.10 Recent developments 48 2.11 Closing the fundraising literature gap? 50 2.12 Summary 51 3. Methodology 52 The choice of charities 3.6 The interviewees 3.7 Issues in interviewing elites 3.8 Issues of objectivity 3.9 The questionnaire for 1994 3.10 Approach to analysis 3.