nach oben

International Review on Public and Nonprofit Marketing

Erschienen in:

04.11.2020 | Original research article

The impact of cause-related marketing campaigns on the reputation of corporations and NGOs

verfasst von: Enrique Carlos Bianchi, Gaspar Gracia Daponte, Leticia Pirard

Erschienen in: International Review on Public and Nonprofit Marketing | Ausgabe 2/2021

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

This study aims to measure the impact on the reputation of corporations and NGOs through their involvement in cause-related marketing campaigns. Quantitative findings enable us to examine two great central ideas regarding the background and consequences of this alliance. First, in terms of goals, perception of the success of the campaign is precisely due to the participation of the NGO as a committed social organization rather than the contribution of the corporation which, in the current CSR paradigm, is challenged to carry out action campaigns in the community. Second, in terms of the actors’ reputation, the corporation obtains higher capitalization from the cause-related marketing campaign than the NGO. In other words, corporations benefit enormously from the image of NGOs to whom it is associated and gives support. Regarding the achievement of its social aim, it is perceived as very good by the community, resulting in an increase in corporate reputation that is distinctly superior to the reputation benefits obtained by the participating NGO.

Vorheriger Artikel Increasing citizen satisfaction with municipal services: the function of intangible factors

Nächster Artikel The influence of Public University library service quality and library Brand image on user loyalty

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Nur mit Berechtigung zugänglich

Alvarado, H. A., & Schlesinger, G. M. W. (2008). Dimensionalidad de la responsabilidad social corporativa percibida y sus efectos sobre la imagen y la reputación: una aproximación desde el modelo de Carroll. EstudiosGerenciales, 24(108), 37–59.

Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.

Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54, 42–58.

Aristizábal, J. D. G. (2013). El pecado como deshumanización en el documento de aparecida/Sin as Dehumanization in the Aparecida Document/O pecado como desumanização no documento de aparecida. CuestionesTeológicas, 40(94), 433.

Austin, J. E., & Seitanidi, M. M. (2012a). Collaborative value creation: A review of partnering between nonprofits and businesses: Part I. value creation spectrum and collaboration stages. Nonprofit and Voluntary Sector Quarterly, 41(5), 726–758.

Austin, J. E., & Seitanidi, M. M. (2012b). Collaborative value creation: A review of partnering between nonprofits and businesses. Part 2: Partnership processes and outcomes. Nonprofit and Voluntary Sector Quarterly, 41(6), 929–968.

Avant, D. D., Finnemore, M., & Sell, S. K. (2010). Whogovernstheglobe? New York: Cambridge UniversityPress.

Bagozzi, R. P., Yi, Y., & Singh, S. (1991). On the use of structural equation models in experimental designs: Two extensions. International Journal of Research in Marketing, 8(2), 125–140.

Barnett, M. L., Jermier, J. M., & Lafferty, B. A. (2006). Corporate reputation: The definitional landscape. Corporate Reputation Review, 9(1), 26–38. https://doi.org/10.1057/palgrave.crr.1550012.CrossRef

Barney, J. B. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17, 99–110.

Barroso Méndez, M. J, Galera Casquet, C. y Valero Amaro, V. (2013) Alianzas entre Empresas y Ongs en el ámbito de la RSC: proposición de un modelo de éxito, Aemark 2013. http://www.aemark.es/XXV-CONGRESO-AEMARK-2013.zip. Accessed 25 Sept 2017.

Barroso Méndez, M. J, Galera Casquet, C., Valero Amaro, V., & Galán Ladero, M. M. (2015). Diseño y validación de una escala para medir el éxito de procesos de Asociación entre Empresas y Ongd, Aemark 2015. http://www.aemarkcongresos.com/congreso2015/PDF/9788416462513%20XXVII%20Congreso%20AEMARK%202015.pdf. Accessed 25 Sept 2017.

Bennett, R., & Gabriel, H. (2003). Image and reputational characteristics of UK charitable organizations: An empirical study. Corporate Reputation Review, 6(3), 276–289.

Bennett, R., & Sargeant, A. (2005). Thenonprofit marketing landscape: Guest editors' introduction to a special section. Journal of Business Research, 58(6), 797–805.

Bentler, P. M. (1995). EQS structural equations program manual. Los Angeles: Multivariate Software, Inc..

Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588–606.

Berens, G., & Van Riel, C. B. (2004). Corporate associations in the academic literature: Three main streams of thought in the reputation measurement literature. Corporate Reputation Review, 7(2), 161–178.

Bianchi, E., Carmelé, B., Tubaro, D., & Bruno, J. M. (2014a). Conciencia y acciones de consumo responsable en los jóvenes universitarios. Escritos Contables y de Administración, 4(1), 81–107.

Bianchi, E., Ferreyra, S., & de Gesualdo, G. K. (2014b). Consumo responsable: diagnóstico y análisis comparativo en la Argentina y Uruguay. Escritos Contables y de Administración, 4(1), 43–79.

Bianchi, E., Gracia Daponte, G., Bruno, J., & Giorgis, M. (2015) Los vínculos de cooperación entre las ONG y empresas para el fortalecimiento institucional en el marco de la Responsabilidad Social (RSE), XXIX Encuentro de Docentes de Comercialización de Argentina y América Latina, 17 al 19 de Septiembre de 2015.

Bigné, E., & Currás Pérez, R. (2008). ¿Influye la imagen de responsabilidad social en la intención de compra? El papel de la identificación del consumidor con la empresa. Universia Business Review, 19, 10–23.

Bigné, E., Chumpitaz, R., Andreu, L., & Swaen, V. (2005). Percepción de la responsabilidad social corporativa: un análisis cross-cultural. Universia Business Review, (5) Primer Trimestre, 14-27.

Bigné, E., Alvarado, A., Aldás, J., & Currás, R. (2011). Efectos de la responsabilidad social corporativa percibida por el consumidor sobre el valor y la satisfacción con el servicio. Revista Europea de Dirección y Economía de la Empresa, 20(4), 139–160.

Brown, T., & Dacin, P. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61, 68–84.

Carrigan, M., & Attalla, A. (2001). The myth of the ethical consumer: Do ethics matter in purchase behaviour? Journal of Consumer Marketing, 18(7), 560–577.

Carroll, A. B., & Shabana, K. M. (2010). The business case for corporate social responsibility: A review of concepts, research and practice. International journal of management reviews, 12(1), 85–105.

Chéron, E., Kohlbacher, F., & Kusuma, K. (2012). The effects of brand-cause fit and campaign duration on consumer perception of cause-related marketing in Japan. Journal of Consumer Marketing, 29(5), 357–368.

Chun, R. (2005). Corporate reputation: Meaning and measurement. International Journal of Management Reviews, 7(2), 91–109.

Churchill Jr., G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64–73.

Consejo Publicitario Argentino. (2017) http://www.consejopublicitario.org. Accessed 25 September 2017.

Cormier, D., & Magnan, M. (2003). Environmental reporting management: A continental European perspective. Journal of Accounting and Public Policy, 22, 43–62.

Cortina, A. (2002). Por una ética del consumo. Madrid: Taurus.

Cortina, A., & Contreras, I. (2003). Consumo…luego existo. Cuaderno de Cristianisme i Justícia 123, Barcelona.

Costa, J. (2003). Creación de la imagen corporativa, el paradigma del siglo XXI. Razón y Palabra, 34(8), 1–15.

Davies, G., Chun, R., da Silva, R. V., & Roper, S. (2001). The personification metaphor as a measurement approach for corporate reputation. Corporate Reputation Review, 4(2), 113–127.

De la Cuesta, M. y Valor, C. (2003) Responsabilidad social de la empresa. Concepto, medición y desarrollo en España. Boletín Económico del ICE, 2755, 7–19.

De La Fuente, J. M., & De Quevedo, E. (2003). The concept and measurement of corporate reputation: An application to Spanish financial intermediaries. Corporate Reputation Review, 5(4), 280–301.

Del-Castillo-Feito, C., Blanco-González, A., & González-Vázquez, E. (2019). The relationship between image and reputation in the Spanish public university. European Research on Management and Business Economics, 25(2), 87–92.

Deshpande, S., & Hitchon, J. C. (2002). Cause-related marketing ads in the light of negative news. Journalism & Mass Communication Quarterly, 79(4), 905–926.

Dowling, G. R. (1986). Managing your corporate images. Industrial Marketing Management, 15(2), 109–115.

Duncan, T., & Moriarty, S. E. (1998). A communication-based marketing model for managing relationships. Journal of marketing, 62(2), 1–13.

Fernández, D., & Merino Castelló, A. (2005). ¿Existe disponibilidad a pagar por responsabilidad social corporativa? Percepción de los consumidores. Universia Business Review, (7)Tercer Trimestre, p. 38-53.

Fombrun, C., & Shanley, M. (1990). What's in a name? Reputation building and corporate strategy. Academy of Management Journal, 33(2), 233–258.

Forética Report. (2018). Sobre la evolución de la RSE y Sostenibilidad. La recompensa del optimista. https://www.foretica.org/informe_foretica_2018.pdf. Accessed 5 Octuber 2019.

Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382–388.

Forte, M., & Lamont, B. T. (1998). The bottom line effects of greening: Implications of environmental awareness. Academy of Management, 12(1), 89–90.

Fundación Ecología y Desarrollo. (2004). Anuario sobre Responsabilidad Social Corporativa en España 2003 http://www.ecodes.org/documentos/archivo/anuarioRSC.pdf. Accessed 25 Sept 2017.

Galán Ladero, M., & Galera Casquet, C. G. (2014). Marketing con causa. Evidencias prácticas desde la perspectiva del consumidor (1401). Catedra Fundación Ramón Areces de Distribución Comercial. https://econpapers.repec.org/paper/ovrdocfra/1401.htm. Accessed 25 Sept 2017.

García Rodríguez, F. J. (2002). La reputación como recurso estratégico: un enfoque de recursos y capacidades [tesis doctoral]. Universidad de La Laguna.

Hair, J. Jr., Anderson, R., Tatham, R., & Black, W. (1999). Análisis Multivariante, Editorial Prentice Hall.

Hair, J., Black, W., Babin, B., Anderson, R., & Tatham, R. (2005). Multivariate Data Analysis. New Jersey: Prentice Hall.

Hall, R. (1993). A framework linking intangibles resources and capabilities to sustainable competitive advantage. Strategic Management Journal, 14, 607–618.

Hatch, M. J., & Schultz, M. (1997). Relations between organizational culture, identity and image. European Journal of Marketing, 31(5–6), 356–365.

Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria vs new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55.

Jeon, M. A., & An, D. (2019). A study on the relationship between perceived CSR motives, authenticity and company attitudes: A comparative analysis of cause promotion and cause-related marketing. Asian Journal of Sustainability and Social Responsibility, 4(1), 7.

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22.

Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers' emotion, perceived risk and purchase intention: Based on the stimulus-organism-response model. Journal of Research in Interactive Marketing, 7(1), 33–56.

King, B. G., & Whetten, D. A. (2008). Rethinking the relationship between reputation and legitimacy: A social actor conceptualization. Corporate Reputation Review, 11(3), 192–207.

Kircova, I., & Gürce, M. Y. (2019). Non-profit Foundation and Brand Alliances as a Reputation Management. Ethics, Social Responsibility and Sustainability in Marketing, 158.

Kotler, P., & Lee, N. (2005). Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. Inc, Toronto: John Wiley&Sons.

Kotler, P., & Lee, N. (2013). Good works: Marketing and corporate initiative that build a better world and the bottom line. Hoboken: Wiley.

Liu, W., & Aaker, J. (2008). The happiness of giving: The time-ask effect. Journal of Consumer Research, 35(3), 543–557.

Macmillan, K., Money, K., Money, A., & Downing, S. (2005). Relationship Marketing in the not-for-Profit Sector: An extension and application of the commitment-trust theory. Journal of Business Research, 58, 806–818.

Malhotra, N. K., & Birks, D. F. (2007). Marketing research: an applied approach (3rd European ed.). Harlow: Prentice Hall.

Marín, L., & Ruiz, S. (2008). La evaluación de la empresa por el consumidor según sus acciones de RSC. Cuadernos de Economía y Dirección de la Empresa, 11(35), 91–112.

Medina, A. (2014). Mejora tu reputación con una campaña social. ¿Qué tan difícil es desarrollar una Campaña social? Una experta te comparte sus claves para retribuir a la sociedad y mejorar la reputación de tu marca, Alto Nivel, México. www.altonivel.com.mx/43554-mejora-tu-reputacion-con-una-campana-social.html. Accessed 1 July 2017.

Michel, G., & Rieunier, S. (2012). Nonprofit brand image and typicality influences on charitable giving. Journal of Business Research, 65(5), 701–707.

Mitchell, G. E. (2015). The attributes of effective NGOs and the leadership values associated with a reputation for organizational effectiveness. Nonprofit Management and Leadership, 26(1), 39–57.

Mitchell, G. E., & Stroup, S. S. (2017). The reputations of NGOs: Peer evaluations of effectiveness. The Review of International Organizations, 12(3), 397–419. https://doi.org/10.1007/s11558-016-9259-7.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(July), 20–38.

Padanyi, P., & Gainer, B. (2003). Peer reputation in the nonprofit sector: Its role in nonprofit sector management. Corporate Reputation Review, 6(3), 252–265. https://doi.org/10.1057/palgrave.crr.1540204.CrossRef

Pérez, S., Álvarez González, L., & Rey García, M. (2014). La innovación social como resultado de los acuerdos decooperación empresa-organización no lucrativa, Aemark 2014. http://www.aemarkcongresos.com/congreso2014/videos/aemark-actas-2014.pdf. Accessed 25 Sept 2017.

Sánchez Sarabia, F. (1999). Metodología para la investigación de mercado y Dirección de Empresas. Madrid: Ediciones Pirámide.

Santesmases M. M. (1999): Marketing. Conceptos y Estrategias. 4ª edición. Pirámide, Madrid.

Sargeant, A., Hudson, J., & West, D. C. (2008). Conceptualizing brand values in the charity sector the relationship between sector, cause and organization. Service Industries Journal, 28(5), 615–632.

Satorra, A., & Bentler, P. M. (1994). Corrections to test statistics and standard errors in covariance structure analysis.

Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology, 22(1), 7–17.

Selnes, F., & Sallis, J. (2003). Promoting relationship learning. Journal of Marketing, 67(3), 80–95.

Uriel, E., & Aldás M. J. A. (2005). Análisis Multivariante Aplicado. Thomson. España.

Valor Martínez, C., & Merino de Diego, A. (2008) La relación pública entre empresas y ONG. Análisis de su impacto en la elaboración de políticas públicas en el marco de la RSE, CIRIEC-España, Revista de Economía Pública, Social y Cooperativa, 63(Diciembre), 165–189.

Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of marketing, 52(3), 58–74.

Venable, B. T., Rose, G. M., Bush, V. D., & Gilbert, F. W. (2005). The role of brand personality in charitable giving: An assessment and validation. Journal of the Academy of Marketing Science, 33(3), 295–312.

Vila López, N., Küster Boluda, I., & Aldás, M. J. (2000). Desarrollo y validación de escalas de medida en marketing. Servei de Publicacions. Universitat de València.

Weiss, A. M., Anderson, E., & Maclnnis, D. J. (1999). Reputation management as a motivation for sales structure decisions. Journal of Marketing, 63(4), 74–89.

Wheaton, B., Muthen, B., Alwin, D. F., & Summers, G. F. (1977). Assessing reliability and stability in panel models. Sociological Methodology, 9(8), 84–136.

Wymer, W. W., & Samu, S. (2003). Dimensions of business and nonprofit collaborative relationships. Journal of Nonprofit & Public Sector Marketing, 11(1), 3–22.

Titel: The impact of cause-related marketing campaigns on the reputation of corporations and NGOs
verfasst von: Enrique Carlos Bianchi
Gaspar Gracia Daponte
Leticia Pirard
Publikationsdatum: 04.11.2020
Verlag: Springer Berlin Heidelberg
Erschienen in: International Review on Public and Nonprofit Marketing / Ausgabe 2/2021
Print ISSN: 1865-1984
Elektronische ISSN: 1865-1992
DOI: https://doi.org/10.1007/s12208-020-00268-x

Springer Professional

Abstract

Bitte loggen Sie sich ein, um Zugang zu Ihrer Lizenz zu erhalten.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Wirtschaft"

Weitere Artikel der Ausgabe 2/2021

Thumbs down on “likes”? The impact of Facebook reactions on online consumers’ nonprofit engagement behavior

Engagement in social networks: a multi-method study in non-profits organizations

The influence of Public University library service quality and library Brand image on user loyalty

Increasing citizen satisfaction with municipal services: the function of intangible factors

They ought to do it too: Understanding effects of social information on donation behavior and mood

Does youth civic engagement enhance social and academic performance?