1 Introduction
-
This research only included published papers in journals, from 1988 to 2020 (data sources such as working papers, reports, newspapers, textbooks, conference papers, or theses / dissertations, were not included).
-
Two keywords, “Cause-Related Marketing” and “Cause Marketing”, were used to search the databases (SAGE Publications, JSTOR, Emerald Full Text, Springer, John Wiley Publications, Elsevier, Taylor and Francis, and Google Scholar).
-
This research also used conceptual review and empirical studies of different countries.
-
This research only included papers written in English (i.e., non-English language research articles were excluded).
-
This study considered the date of publication of the journal as the date of the research articles.
2 Background
-
The 1950s was the first era that established the current CSR. Successful business leaders and board of directors moved towards the ethics of society. Bowen, the first who coined the term, introduced the concept, and provided the initial definition of CSR, described as “the obligations of businessmen to pursue those policies, to make those decisions, or to follow those lines of action which are desirable the objectives and values of our society” (Bowen, 1953, p. 6). In this area, Heald (1957), discussed that businesses do not only serve on economic performance work, but they also serve on humane and constructive social policies.
-
The 1960s: Many of the definitions of CSR are formalized. Walton (1967) was a prime thinker who addresses the different aspects of CSR: “In short, the new concept of social responsibility recognizes the intimacy of the relationships between the corporation and society and realizes that such relationships must be kept in mind by top managers as the corporation and the related groups pursue their respective goals (Walton, 1967, p. 18)”.
-
The 1970s: Friedman described that the social responsibility of business is to enhance profits and maximize shareholder value. Therefore, Carroll (1979) came in this decade with the new concept of CSR, defined as “the social responsibility of business encompasses the economic, legal, ethical, and discretionary expectations that society has of organizations at a given point in time”.
-
The 1980s: the notions of stakeholder management and business ethics had become the main integral part of the business (Carroll, 2008). In 1980, Jones proposed that CSR is a process, not the outcome, and CSR, when engaged in as a process of decision making, should constitute CSR behavior by the corporation (Jones, 1980). Also, Aupperle et al., (1983) suggested that four aspects include CSR: economic, legal, ethical, and voluntary or philanthropic responsibilities.
-
The 1990s: Carroll (1991) revised the concept of CSR and introduced the “Pyramid of Corporate Social Responsibility”. He described four main responsibilities of the company: economic responsibility (“be profitable”), legal responsibility (“obey the laws and regulations”), ethical responsibility (“do what is just and fair”), and philanthropic responsibility (“be a corporate citizen”). During this decade, Elkington (2001) introduced another concept of CSR, the “Triple Bottom Line”, which focuses on three issues: social responsibility (“people”), environmental responsibility (“planet”), and economic responsibility (“profit”).
-
In the first decade of the twenty-first century (The 2000s), CSR extends to emerging markets. After the collapse of Enron,2 many organizations and corporations focused on establishing CSR departments, hiring CSR consultants and CSR managers. On the other hand, in 2002, ISO Committee on Consumer Policy play an important role in ISO 26000, an international standard that present a guideline on Corporate Social Responsibility.3
-
In the second decade of the twenty-first century (The 2010s), Kramer and Porter (2011) introduced the concept of “creating shared value”, which becomes the core objective of business strategies. 2015 is an important year because the “2030 Agenda for Sustainable Development”, with the “Sustainable Development Goals” (SDGs), was launched. SDGs covered a wide range of global areas, such as fighting against climate change, removing poverty and hunger, as well as promoting sustainable consumption, among others.
Corporate Social Marketing | Cause-Related Marketing | Cause Promotion | Corporate Philanthropy | Socially Responsible Business Practices | Community Volunteering |
---|---|---|---|---|---|
Supporting behavior change campaigns | Making a contribution or donating a percentage of revenues to a specific cause based on the product sales or usage | Supporting social causes through promotional sponsorships | Making direct contributions to a charity or cause | Adapting and conducting discretionary business practices and investments that support social cause | Supporting employees to volunteer in the community |
-
The for-profit organizations use CRM as a strategic tool to build a strong brand image in the customer’s mind (Ahluwalia & Bedi, 2015). And the internal benefit of the for-profit organization is to help increase the employee’s self-esteem, commitment, and loyalty (Cone et al., 2003; Polonsky & Wood, 2001).
-
2014).
3 Analysis and Main results
3.1 Analysis of the different definitions of CRM
Keywords | Authors |
---|---|
CRM is an activity | Varadarajan and Menon (1988) Hawkens and Stead (1996) Mullen (1997) Adkins (2007) Pringle and Thompson (1999) Hajjat (2003) Kotler and Lee (2005) Van den Brink et al. (2006) Gupta and Pirsch (2006b) Larson et al. (2008) Galan-Ladero (2012) Sabri (2018) |
CRM as a strategy | Smith and Alcorn (1991) Barone et al., (2000) Endacott (2004) Fromherz (2006) Thamaraiselvan et al., 2017 Jung et al., 2018 Manojkumar and Sharma (2018) Yun et al., 2019) Srivastava (2020) |
CRM as a marketing mix tool | File and Prince (1998) Kim and Lee (2009) Tangari et al. (2010) Beise-Zee (2013) Boenigk and Schuchardt (2013) Stumpf and Teufl (2014) Pringle and Thompson (2001) Samu and Wymer Jr (2001) Bergkvist and Taylor (2016) |
CRM as an alliance (between profit and nonprofit organizations) | Carringer (1994) Ptacek and Salazar (1997) Webb and Mohr (1998) Nowak and Clarke (2003) Docherty and Hibbert (2003) Cui et al. (2003) Berglind and Nakata (2005) Lafferty and Goldsmith (2005) Chéron et al. (2012) |
3.2 Time-wise development of CRM literature
1988–2000 | 2001–2010 | 2011–2020 | ||||||
---|---|---|---|---|---|---|---|---|
Year | Absolute Frequency | Accumulated Absolute Frequency | Year | Absolute Frequency | Accumulated Absolute Frequency | Year | Absolute Frequency | Accumulated Absolute Frequency |
1988 | 1 | 1 | ||||||
1991 | 2 | 3 | 2001 | 6 | 6 | 2011 | 10 | 10 |
1992 | 1 | 4 | 2002 | 3 | 9 | 2012 | 18 | 28 |
1993 | 1 | 5 | 2003 | 13 | 22 | 2013 | 24 | 52 |
1994 | – | – | 2004 | 4 | 26 | 2014 | 26 | 78 |
1995 | 1 | 6 | 2005 | 4 | 30 | 2015 | 14 | 92 |
1996 | – | – | 2006 | 6 | 36 | 2016 | 19 | 111 |
1997 | – | – | 2007 | 9 | 45 | 2017 | 12 | 123 |
1998 | 3 | 9 | 2008 | 8 | 53 | 2018 | 16 | 139 |
1999 | 1 | 10 | 2009 | 10 | 63 | 2019 | 35 | 174 |
2000 | 3 | 13 | 2010 | 11 | 74 | 2020 | 83 | 257 |
3.3 Author-based citation analysis
1988–2000 | 2001–2010 | 2011–2020 | |||
---|---|---|---|---|---|
Authors | Citations | Authors | Citations | Authors | Citations |
Varadarajan (1988) | 734 | Barone (2007) | 243 | Christofi (2020a) | 176 |
Webb (1998) | 498 | Gupta (2006a) | 189 | Robinson (2012) | 150 |
Smith (1991) | 121 | Lafferty (2005) | 187 | Bae (2017) | 149 |
File (1998) | 110 | Cui (2003) | 152 | Priporas (2020) | 135 |
Ross (1992) | 15 | Berglind (2005) | 103 | Koschate-fischer (2012) | 129 |
-
During the third decade, Christofi (2020a) has been cited 176 times; Robinson (2012) has 150; Bae (2020), 149; Priporas (2020), 135; and Koschate-Fischer (2012), 129 citations.
3.4 Co-words or co-occurrence analysis
3.4.1 First phase (period 1988–2000)
-
The first cluster includes consumer attitude, market segmentation, marketing strategy, profitability, and social responsibility (as shown in Fig. 2, red color).
-
The second cluster deals with cause-related marketing, consumer perceptions, and philanthropy (as shown in Fig. 2, green color).
-
The last cluster relates to corporate philanthropy (as shown in Fig. 2, yellow color).
3.4.2 Second phase (period 2001–2010)
-
A notable cluster derived by the co-word analysis (Fig. 3, red color) consists of the words brand alliances, cause-related marketing, corporate philanthropy, corporate social responsibility, donations, reputation, social responsibility, sponsorship, and work.
-
A second cluster (Fig. 3, green color) comprises brand, company, consumer, framework, impact, information, price, responses, and skepticism.
-
The third cluster (Fig. 3, blue color) is related to advertising, brand, cause marketing, consumer behavior, marketing, and purchase intention.
-
The fourth cluster (Fig. 3, yellow color) consists of choice, corporate images, and purchase intention.
3.4.3 Third phase (period 2011–2020)
-
First cluster (Fig. 4, red color): it consists of the words attitude, attitudes, brand, choice, consumer responses, credibility, fit, impact, knowledge, motivation, responses, social-responsibility, sponsorship, and sustainability.×
-
The second cluster (Fig. 4, green color) comprises altruism, cause marketing, cause-related marketing, co-branding, consumer behavior, purchase intention, and skepticism.
-
The third cluster (Fig. 4, blue color) comprises altruism, behavior, charity, consumer choice, corporate social responsibility, mediating role, and strategy.
-
The fourth cluster (Fig. 4, yellow color) comprises consumption behavior, corporate strategy, ethics, marketing, millennials, and social media.
-
The fifth cluster (Fig. 4, purple color) comprises brand-cause fit, corporate social responsibility, and perception.
3.5 Co-citation analysis
3.5.1 First phase for the period 1988–2000
3.5.2 Second phase for the period 2001–2010
3.5.3 Third phase for the period 2011–2020
3.6 Cross-cultural analysis
Author/s (Year) | Countries | Article Titles |
---|---|---|
Cosgrave and O’Dwyer (2020) | Ireland and United Arab Emirates | Ethical standards and perceptions of CRM among millennial consumers |
Bautista Jr. et al., (2020) | USA and d Philippines | Will cause-related marketing affect the American and Filipino college students’ purchase intention? |
Pandey et al. (2020) | India and Philippines | An Experimental Approach to Examine the Antecedents of Attitude, Intention, and Loyalty Towards Cause-related Marketing: The Case of India and the Philippines. |
Schyvinck and Willem (2019) | Belgium, Netherlands, France and United Kingdom | From cause-related marketing strategy to implementation in professional basketball organizations: a matter of alignment. |
Santoro et al., (2019) | Italy and Japan | Cause-related marketing, brand loyalty and corporate social responsibility: A cross-country analysis of Italian and Japanese consumers |
Woo et al., (2019) | USA and South Korea | Is this for our sake or their sake? Cross-cultural effects of message focus in cause-related marketing |
Ferraris et al., (2019) | Italy and Brazil | Refining the relation between cause-related marketing and consumers purchase intentions. |
Heidarian (2019) | Iran and Germany | The impact of trust propensity on consumers’ cause-related marketing purchase intentions and the moderating role of culture and gender |
Bae (2017) | USA and South Korea | Matching cause-related marketing campaign to culture |
Hawkins (2015) | India and USA | Shifting conceptualizations of ethical consumption: Cause-related marketing in India and the USA |
Wang (2014) | China and USA | Individualism/collectivism, charitable giving, and cause-related marketing: a comparison of Chinese and Americans |
Vaidyanathan et al., (2013) | USA and Poland | Interdependent self-construal in collectivist cultures: Effects on compliance in a cause-related marketing context |
La Ferle et al., (2013) | USA and India | Factors impacting responses to cause-related marketing in India and the United States: Novelty, altruistic motives, and company origin |
Kim and Johnson (2013) | USA and South Korea | The impact of moral emotions on cause-related marketing campaigns: A cross-cultural examination |
Lavack and Kropp (2003) | Canada, Australia, Norway and South Korea | A cross-cultural comparison of consumer attitudes toward cause-related marketing |
3.7 Country-wise development of CRM literature
3.8 Methodological development in CRM literature
3.9 Role of journal in development of CRM literature
4 Discussion
1988–2000 | 2001–2010 | 2011–2020 | ||||||
---|---|---|---|---|---|---|---|---|
Journal Name | No. of Articles | Citation | Journal Name | No. of Articles | Citation | Journal Name | No. of Articles | Citation |
Journal of marketing | 1 | 734 | Journal of consumer marketing | 3 | 369 | International marketing review | 25 | 842 |
Journal of public policy & marketing | 1 | 498 | Journal of business research | 3 | 280 | Journal of business ethics | 11 | 458 |
Journal of consumer marketing | 1 | 121 | Journal of retailing | 1 | 243 | International journal of non-profit and voluntary sector marketing | 9 | 407 |
Journal of business ethics | 1 | 110 | Journal of non-profit and public sector marketing | 11 | 215 | International journal of advertising | 8 | 347 |
Journal of the academy of marketing science | 2 | 51 | Journal of advertising | 5 | 172 | Journal of marketing | 2 | 244 |