Impacts of instrumental versus relational centered logic on cause-related marketing decision making

Gordon Liu

Research output: Contribution to journalArticle

17 Citations (Scopus)

Abstract

The purpose of cause-related marketing is to capitalise on a firm’s social engagement initiatives to achieve a positive return on a firm’s social investment. This article discusses two strategic perspectives of cause-related marketing and their impact on a firm’s decision-making regarding campaign development. The instrumental dominant logic of cause-related marketing focuses on attracting customers’ attention in order to generate sales. The relational dominant logic of cause-related marketing focuses on building relationships with the target stakeholders through the enhancement of a firm’s legitimacy. The combination of these two types of logic gives rise to four types of cause-related marketing: altruistic, commercial, social and integrative. This paper uses the qualitative method to explore a firm’s marketing decision choices regarding campaign-related decision dimensions—campaign duration, geographical scope, cause selection, and implementation strategy—for each type of cause-related marketing. The finding provides theoretical, managerial and public policy implications.
Original languageEnglish
Pages (from-to)243-263
Number of pages21
JournalJournal of Business Ethics
Volume113
Issue number2
Early online date31 Mar 2012
DOIs
Publication statusPublished - Mar 2013

Keywords

  • Sustainability
  • Cause-related marketing
  • Consumer
  • Corporate legitimacy
  • Stakeholder management
  • Corporate social responsibility

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