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A strategy to communicate corporate social responsibility: Cause related marketing and its dark side

Corporate Social Responsibility and Environmental Management, ISSN: 1535-3958, Vol: 16, Issue: 1, Page: 15-26
2009
  • 66
    Citations
  • 0
    Usage
  • 175
    Captures
  • 0
    Mentions
  • 0
    Social Media
Metric Options:   Counts1 Year3 Year

Metrics Details

  • Citations
    66
    • Citation Indexes
      66
      • CrossRef
        49
      • Academic Citation Index (ACI) - airiti
        1
  • Captures
    175

Article Description

Cause related marketing (CRM) is a strategy that aims to communicate a company's striving for corporate social responsibility and to improve brand image. A strategy to increase consumers' emotional involvement toward a product-cause association is to describe the cause in vivid terms. In two experiments we investigated how vivid messages might increase the effectiveness of CRM strategy. We sought to demonstrate that a vivid description of the cause could influence consumers' preferences and trust in the effective use of money collected by selling the product. Experiment 1 results showed that individuals prefer products associated with a vivid message of the social cause rather than products associated with a pallid message. Experiment 2 results suggested that vivid messages induce more positive affective reactions and a higher trust in the effective use of money than pallid ones. In the final section, the implications of CRM for corporate social responsibility are discussed. Copyright © 2008 John Wiley & Sons, Ltd and ERP Environment.

Bibliographic Details

Ilaria Baghi; Marcello Tedeschi; Enrico Rubaltelli

Wiley

Social Sciences; Business, Management and Accounting; Environmental Science

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