Cause Related Marketing and Sales Promotion: An Analysis of Comparative Impact on Consumer Attitude

Received: 10th March 2021 | Review: 23rd October 2021 | Accepted: 12th February 2022

Volume 30, Issue-3, April 2022

In order to distinguish their brand companies are trying to be more strategic and adding innovative features in their product offerings. But in today’s time product differentiation exclusively on basis of product attributes is not going to help companies in long run. Subsequently, marketers are inventing different communication strategies to help brands stand out (La Ferle et al., 2013). Cause related marketing has become a new buzz word in the world of marketing communication techniques.

Purpose: The main purpose of this paper is to find impact of Cause Related Marketing (CRM) campaigns on consumer attitude and further the study also provides an analysis of comparative impact of cause related marketing and sales promotion on consumer attitude.

Methodology: For the collection of primary data, structured questionnaires were distributed among respondents. A total of 300 respondents were initially contacted, out of which total of 270 responded back. The comparative analysis was done on the basis of Wilcoxon signed rank test.

Findings: The result of the study shows that the consumer has more positive attitude towards cause related marketing as compare to the sales promotion strategy.

Implications: From the analysis, it is observed that a company can gain more consumer attention if much emphasize can be given in designing cause related marketing strategy, this will provide an opportunity to company to become a socially responsible citizen.

Keywords: Cause Related Marketing, Sales Promotion, Social Responsibility,
Consumer Attitude

Download View

Adkins, S. (1999). Cause related marketing : who cares wins. Butterworth-Heinemann.
Barone, M. J., Miyazaki, A. D., & 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, 28(2), 248–262.

Basil, D. Z., & Herr, P. M. (2006). Attitudinal balance and cause-related marketing: An
empirical application of balance theory. Journal of Consumer Psychology, 16(4), 391–403.

Chaabouni, A., Jridi, K., & Bakini, F. (2020). Cause-related marketing: scepticism and warm
glow as impacts of donation size on purchase intention. International Review on Public and
Nonprofit Marketing 2020 18:1, 18(1), 129–150.
Cooper Donald R;, & Schindler Pamela S. (2006). Business Research Methods (9th Editio).
McGraw Hill Publishing Company.

Docherty, S., & Hibbert, S. (2003). Examining company experiences of a UK cause-related
marketing campaign. International Journal of Nonprofit and Voluntary Sector Marketing,
8(4), 378–389.

Drumwright, M. E. (1996). Company advertising with a social dimension: The role of
noneconomic criteria. Journal of Marketing, 60(4), 71–87.
Eastman, J. K., Smalley, K. B., & Warren, J. C. (2019). The Impact of Cause-Related Marketing
on Millennials’ Product Attitudes and Purchase Intentions. Https://Doi.Org/10.1080/1049649
1.2018.1536625, 25(6), 799–826.

Ellen, P. S., Webb, D. J., & Mohr, L. A. (2006). Building corporate associations: Consumer
attributions for corporate socially responsible programs. Journal of the Academy of Marketing
Science, 34(2), 147–157.

Epstein, E. M. (1987). The Corporate Social Policy Process: Beyond Business Ethics, Corporate
Social Responsibility, and Corporate Social Responsiveness. California Management Review,
29(3), 99–114.

Ezan, P. (2014). Utiliser les séries télévisées pour communiquer différemment auprès
de la génération Y. Decisions Marketing, 74, 129–145.

File, K. M., & Prince, R. A. (1998). Cause Related Marketing and Corporate Philanthropy
in the Privately Held Enterprise. Journal of Business Ethics 1998 17:14, 17(14), 1529–1539.

Furman, A., & Maison, D. (2020). Influence of different cause-related marketing (CRM)
strategies on consumer decision making. Procedia Computer Science, 176, 2979–2988.

Grau, S. L., & Folse, J. A. G. (2007). Cause-related marketing (CRM) the influence of
donation proximity and message-framing cues on the less-involved consumer. Journal of
Advertising, 36(4), 19–33.

Gupta, S., & Pirsch, J. (2006). The company-cause-customer fit decision in causerelated marketing. Journal of Consumer Marketing, 23(6), 314–326. https://doi.

Hou, J., du, L., & li, J. (2008). Cause’s attributes influencing consumer’s purchasing intention:
Empirical evidence from China. Asia Pacific Journal of Marketing and Logistics, 20(4), 363–

IEG Sponsorship Report. (2015). Sponsorship Spending Report Where The Dollars Are Going
And Trends For 2015. www.sponsorship.com1

Joo Kim, H., Kim, J.-I., & Hee Han, W. (2005). The Effects of Cause-Related Marketing on
Company and Brand Attitudes. Seoul Journal of Business, 11(2).

Koschate-Fischer, N., Huber (née Stefan), I. V., & Hoyer, W. D. (2016). When will price
increases associated with company donations to charity be perceived as fair? Journal of the
Academy of Marketing Science, 44(5), 608–626.