Cause Related Marketing: Building the Corporate Image through Longterm Alliances with Non-profit Organisations

Academic Public Administration Studies

Cause Related Marketing: Building the Corporate Image through Longterm Alliances with Non-profit Organisations

Show full item record

Title: Cause Related Marketing: Building the Corporate Image through Longterm Alliances with Non-profit Organisations
Author: Demetriou, Marlen; Papasolomou, Ioanna
Abstract: Corporations have long realised the benefits of Corporate Social Responsibility (CSR), particularly the Cause Related Marketing (CRM) and many have adopted CRM as a marketing tool for achieving their marketing objectives by demonstrating a commitment to improve the quality of life in the communities in which they operate. However, CRM proves to be a more successful tool for increasing the brand recognition when corporations develop long term alliances with non-profit organisations. This research offers a longitudinal comparative analysis of companies using CSR and points towards the effect CRM, coupled with alliances with non-profit organisations, has on corporate image of Cypriot businesses. The research methodology focuses primarily on surveys in 2004, 2007 and 2009/10 and personal interviews with the marketing managers of two companies using CRM in Cyprus. This research indicates that the majority of consumers recognize CSR efforts in those corporations which have established long term alliances with non-profit organizations.
URI: http://www.apas.admpubl.snspa.ro/handle/2010/316
Date: 2011


Files in this item

Files Size Format View
Demetriou_Marlen.pdf 219.6Kb PDF View/Open

This item appears in the following Collection(s)

Show full item record

Search APAS


Advanced Search

Browse

My Account

Statistics