An integrated model of cause-related marketing strategy development

Gordon Liu, Wai Wai Ko

Research output: Contribution to journalArticle

165 Downloads (Pure)

Abstract

Researchers in the fields of marketing and corporate social responsibility have suggested that cause-related marketing (CRM) can provide firms with opportunities for managing their community relationships and for enhancing their marketing, financial, social, and environmental performance. In this article, we offer a conceptual framework that helps to broaden the understanding of how firms develop CRM strategy. We identify three key CRM strategy development components: motivational factors, strategy design, and campaign tactics. The conceptual framework is constructed based on these three components to explore how the key CRM drivers influence the CRM implementation plan, which subsequently leads to the development of different campaign styles. We also propose that firms’ emphasis on value delivery systems in the process of CRM strategy development plays an important role in influencing the direction in which they wish to assemble their CRM campaign.
Original languageEnglish
Pages (from-to)78-95
Number of pages18
JournalAMS Review
Volume4
Issue number3-4
Early online date10 Oct 2014
DOIs
Publication statusPublished - Dec 2014

Keywords

  • Sustainability
  • Cause-related marketing
  • Relationship management
  • Organizational legitimacy
  • Stakeholder management
  • Value propositions

Fingerprint Dive into the research topics of 'An integrated model of cause-related marketing strategy development'. Together they form a unique fingerprint.

  • Cite this