Customer, Corporation, and Cause: A Comprehensive Model of Cause Selection in Cause-Related Marketing

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2019-04-07 DOI:10.1080/15332667.2018.1534067

Reza Fazli-Salehi, Ivonne M. Torres, Miguel Angel Zúñiga

引用次数: 5

Abstract

Abstract When developing corporate social responsibility programs, marketing practitioners have to choose the domain of their activities. Whether they should decide to focus on education, healthcare, air pollution, or other fields is always a matter of discussion among marketing experts, brand managers, and board members. The selection of a domain for cause-related marketing is contingent on a variety of variables. Many scholars have studied the potential influential factors that might play a role in the success of a cause-related marketing topic, yet a comprehensive model has not yet been presented. This article will develop a model of cause-related marketing domain selection based on three dimensions—corporate, cause, and customer dimension—and will offer an argument on the area of cause-brand fit. The article will then propose several future research areas.

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顾客、公司与事业:事业关联营销中事业选择的综合模型

营销从业者在开展企业社会责任项目时，必须选择其活动的领域。他们应该决定关注教育、医疗、空气污染还是其他领域，这一直是营销专家、品牌经理和董事会成员讨论的问题。事业相关营销领域的选择取决于各种变量。许多学者研究了可能影响公益营销主题成功的潜在影响因素，但尚未提出一个全面的模型。本文将建立一个基于三个维度——企业、事业和客户维度——的事业相关营销领域选择模型，并将提供一个关于事业与品牌匹配领域的论证。然后，本文将提出几个未来的研究领域。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.