Skip to main content
SpringerLink
Log in

To Do Well by Doing Good: Improving Corporate Image Through Cause-Related Marketing

  • Published:
Journal of Business Ethics Aims and scope Submit manuscript

Abstract

As part of their corporate social responsibility, many organizations practice cause-related marketing, in which organizations donate to a chosen cause with every consumer purchase. The extant literature has identified the importance of the fit between the organization and the nature of the cause in influencing corporate image, as well as the influence of a connection between the cause and consumer preferences on brand attitudes and brand choice. However, prior research has not addressed which cause composition most appeals to consumers or the impact of cause choice on corporate image. A between-subjects field experiment in the Netherlands examines the influence of three core cause attributes—cause type, cause scope, and cause acuteness—on consumers’ perceptions of corporate image. Furthermore, this experiment examines the extent to which consumer identification with the cause mediates the influence of the cause attributes on corporate image. The findings indicate that identification with the cause leads to more positive evaluations of marketing campaigns for cause type and cause scope. Also, however, our results uncover a negative direct relationship between cause scope and corporate image. Cause acuteness is only marginally influential in corporate image perceptions. By proposing and testing a comprehensive model of the influence of cause attributes on corporate image in cause-related marketing, this article provides important implications and suggests avenues for further research.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Similar content being viewed by others

References

  • Adkins, S. (1999). Cause-related marketing: Who cares wins. Boston, MA: Butterworth-Heinemann.

    Google Scholar 

  • Bagozzi, R. P. (1979). Toward a formal theory of marketing exchange. In O. C. Ferrell, S. Brown, & C. Lamb (Eds.), Conceptual and theoretical developments in marketing (pp. 431–447). Chicago, IL: American Marketing Association.

    Google Scholar 

  • Bendaputti, N., Singh, S. N., & Bendaputti, V. (1996). Enhancing helping behavior: An integrative framework for promotion planning. Journal of Marketing, 60(3), 33–49.

    Article  Google Scholar 

  • Bennett, R. (2003). Factors underlying the inclination to donate to particular types of charity. International Journal of Nonprofit and Voluntary Sector Marketing, 8(1), 12–29.

    Article  Google Scholar 

  • Berger, I. E., Cunningham, P. H., & Drumwright, M. E. (2007). Mainstreaming CSR: Developing markets for virtue. California Management Review, 49(44), 132–157.

    Google Scholar 

  • Berger, I. E., Cunningham, P. H., & Kozinets, R. V. (1996). The processing of cause-related marketing claims: Cues, biases, and motivators? In C. Droge & R. Calantone (Eds.), American marketing association summer educators conference: Enhancing knowledge development in marketing (p. 72). Chicago, IL: American Marketing Association.

    Google Scholar 

  • Berger, I. E., Cunningham, P. H., & Kozinets, R. V. (1999). Consumer persuasion through cause-related advertising. Advances in Consumer Research, 26, 491–497.

    Google Scholar 

  • Bhattacharya, C. B., & Sen, S. (2003). Consumer-company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing, 67(2), 76–88.

    Article  Google Scholar 

  • Branco, M. C., & Rodrigues, L. L. (2006). Corporate social responsibility and resource-based perspectives. Journal of Business Ethics, 69(2), 111–132.

    Article  Google Scholar 

  • Brønn, P. S., & Vrioni, A. B. (2001). Corporate social responsibility and cause-related marketing: An overview. International Journal of Advertising, 20(2), 207–222.

    Google Scholar 

  • Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68–84.

    Article  Google Scholar 

  • Carroll, C.E., & McCombs, M.E. (2003). Agenda-setting effects of business news on the public's images and opinions about major corporations. Corporate Reputation Review, 6(1), 36–46.

    Google Scholar 

  • Carroll, A. B., & Shabana, K. M. (2010). The business case for corporate social responsibility: A review of concepts, research and practice. International Journal of Management Reviews, 12(1), 85–105.

    Article  Google Scholar 

  • Central Bureau of Statistics. (2007). Dutch Central Bureau of Statistics: 2007, CBS StatLine, 1 January 2007 data.

  • Chochinov, H. M. (2005). Vicarious grief and response to global disasters. The Lancet, 366(9487), 697–698.

    Article  Google Scholar 

  • Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Hillsdale, NJ: Erlbaum.

    Google Scholar 

  • Cone, C. L. (2002). Corporate citizenship study: The role of cause branding. Boston: Cone.

    Google Scholar 

  • Cornwell, T. B., & Coote, L. V. (2005). Corporate sponsorship of a cause: The role of identification in purchase intent. Journal of Business Research, 58(3), 268–276.

    Article  Google Scholar 

  • Cui, Y., Trent, E. S., Sullivan, P. M., & Matiru, G. N. (2003). Cause-related marketing: How generation Y responds. International Journal of Retail & Distribution Management, 31(6/7), 310–320.

    Article  Google Scholar 

  • Deloitte. (2004). Deloitte survey reveals that 72 percent of americans want to work for companies that support charitable causes. Accessed January 10, 2010, from http://www.csrwire.com/press/press_release/21881-Deloitte-Survey-Reveals-that-72Percent-of-Americans-Want-to-Work-for-Companies-that-Support-Charitable-Causes.

  • Demetriou, M., Papasolomou, I., & Vrontis, D. (2010). Cause-related marketing: Building the corporate image while supporting worthwhile causes. Brand Management, 17(4), 266–278.

    Article  Google Scholar 

  • Deshpande, S., & Hitchon, J. C. (2002). Cause-related marketing ads in the light of negative news. Journalism and Mass Communication Quarterly, 79(4), 905–926.

    Article  Google Scholar 

  • Dowling, G. (2001). Creating corporate reputation, image and promise. Oxford: Oxford University Press.

    Google Scholar 

  • Drumwright, M. E. (1994). Socially responsible organizational buying: environmental concern as a noneconomic buying criterion. Journal of Marketing, 58(3), 1–19.

    Article  Google Scholar 

  • Duff, A. (2003). Making the cause fit commercial aims. Director, 56(8), 42.

    Google Scholar 

  • Ellen, P. S., Mohr, L. A., & Webb, D. J. (2000). Charitable programs and the retailer: Do they mix? Journal of Retailing, 76(3), 393–406.

    Article  Google Scholar 

  • Endacott, R. W. J. (2004). Consumer and CRM: A national and global perspective. Journal of Consumer Marketing, 21(2/3), 183–189.

    Article  Google Scholar 

  • File, K. M., & Prince, R. A. (1998). Cause related marketing and corporate philanthropy in the privately held enterprise. Journal of Business Ethics, 17(14), 1529–1539.

    Article  Google Scholar 

  • Garcia, I., Gibaja, J. J., & Mujika, A. (2003). A study on the effect of cause-related marketing on the attitude towards the brand: The case of pepsi in Spain. Journal of Nonprofit & Public Sector Marketing, 11(1), 111–135.

    Article  Google Scholar 

  • Grau, S. L., & Folse, J. A. G. (2007). Cause-related marketing (CRM): The influence of donation proximity and message framing cues on the less-involved consumer. Journal of Advertising, 36(4), 19–33.

    Article  Google Scholar 

  • Gupta, S., & Pirsch, J. (2006). The company-cause-customer fit decision in cause-related marketing. Journal of Consumer Marketing, 23(6), 314–326.

    Article  Google Scholar 

  • Hou, J., Du, L., & Li, J. (2008). Cause’s attributes influencing consumer’s purchasing intention: Empirical evidence from China. Asia Pacific Journal of Marketing and Logistics, 20(4), 363–380.

    Article  Google Scholar 

  • Houston, M. B., & Walker, B. A. (1996). Self-relevance and purchase goals: Mapping a consumer decision. Journal of the Academy of Marketing Science, 24(3), 232–245.

    Article  Google Scholar 

  • IEG. (2009). IEG Sponsorship Report: Forecast Slams Brakes on Sponsorship Spending. Accessed January 10, 2010, from https://www.sponsorship.com/User/Login.aspx?ReturnUrl=%2fiegsr%2f2008%2f12%2f22%2fForecast-Recession-Slams-Brakes-On-Sponsorship-Sp.aspx&Access=0&Reason=NoUser.

  • Jahdi, K. S., & Acikdilli, G. (2009). Marketing communications and corporate social responsibility (CSR): Marriage of convenience or shotgun wedding? Journal of Business Ethics, 89(1), 105–113.

    Google Scholar 

  • Klein, J., & Dawar, N. (2004). Corporate social responsibility and consumers’ attributions and brand evaluations in a product-harm crisis. International Journal of Research in Marketing, 21(3), 203–217.

    Article  Google Scholar 

  • Kooijmans, M. C. (2004). Heineken: Only One Thing Missing. Unpublished MSc Thesis, RSM Erasmus University Rotterdam, Rotterdam, The Netherlands.

  • Kotler, P., & Lee, N. (2005). Corporate social responsibility: Doing the most good for your company and your cause. Hoboken: John Wiley & Sons.

    Google Scholar 

  • Kottasz, R. (2004). How should charitable organisations motivate young people to give philanthropically? International Journal of Nonprofit and Voluntary Sector Marketing, 9(1), 9–27.

    Article  Google Scholar 

  • Kurucz, E. C., Colbert, B. A., & Wheeler, D. (2008). The business case for corporate social responsibility. In A. Crane, A. McWilliams, D. Matten, J. Moon, & D. S. Siegel (Eds.), The Oxford handbook of corporate social responsibility (pp. 83–112). Oxford: Oxford University Press.

    Chapter  Google Scholar 

  • Lafferty, B. A., & Edmondson, D. R. (2009). Portraying the cause instead of the brand in cause-related marketing ads: Does it really matter? Journal of Marketing Theory and Practice, 17(2), 129–141.

    Article  Google Scholar 

  • Lafferty, B. A., & Goldsmith, R. E. (2005). Cause-brand alliances: Does the cause help the brand or does the brand help the cause? Journal of Business Research, 58(4), 423–429.

    Article  Google Scholar 

  • Lafferty, B. A., Goldsmith, R. E., & Huit, G. T. (2004). The impact of the alliance on the partners: A look at cause-brand alliances? Psychology & Marketing, 21(7), 511–533.

    Article  Google Scholar 

  • Laplanche, J., & Pontalis, J. B. (1973). The language of psycho-analysis. London: Hogarth Press.

    Google Scholar 

  • Lewisch, P. (2004). A theory of identification. International Review of Law and Economics, 23(4), 439–451.

    Article  Google Scholar 

  • Lichtenstein, D. R., Drumwright, M. E., & Braig, B. M. (2004). The effect of corporate social responsibility on customer donations to corporate-supported nonprofits. Journal of Marketing, 68(4), 16–32.

    Article  Google Scholar 

  • Lichtenstein, D. R., Netemeyer, R. G., & Burton, S. (1990). Distinguishing coupon proneness from value consciousness: An acquisition-transaction utility theory perspective. Journal of Marketing, 54(3), 54–67.

    Article  Google Scholar 

  • Lindgreen, A., Swaen, V., & Johnston, W. J. (2009). Corporate social responsibility: An empirical investigation of U.S. organizations. Journal of Business Ethics, 85(Suppl. 2), 303–323.

    Article  Google Scholar 

  • Linke, S. (2002). Ethics in consumer behaviour: The importance of ethical products or brand attributions to consumer buyer decision. Unpublished MSc Thesis, University of Bath, Bath.

  • Liu, G., Liston-Heyes, C., & Ko, W.-W. (2010). Employee participation in cause-related marketing strategies: A study of management perceptions from British consumer service industries. Journal of Business Ethics, 92(2), 195–210.

    Article  Google Scholar 

  • Maignan, I. (2001). Consumers’ perceptions of corporate social responsibilities: A cross-cultural comparison. Journal of Business Ethics, 30(1), 57–72.

    Article  Google Scholar 

  • Malhotra, N. K., & Birks, D. F. (2003). Marketing research: An applied approach. Harlow: Pearson Education.

    Google Scholar 

  • Maon, F., Lindgreen, A., & Vanhamme, J. (2009). Developing supply chains in disaster relief operations through cross-sector socially oriented collaborations: A theoretical model. Supply Chain Management, 14(2), 149–164.

    Article  Google Scholar 

  • McWilliams, A., & Siegel, D. S. (2001). Corporate social responsibility: A theory of the firm perspective. Academy of Management Review, 26(1), 117–127.

    Google Scholar 

  • McWilliams, A., Siegel, D. S., & Wright, P. M. (2006). Corporate social responsibility: Strategic implications. Journal of Management Studies, 43(1), 1–18.

    Article  Google Scholar 

  • Meijs, L. C. P. M., & van der Voort, J. (2003). Maatschappelijk betrokken ondernemen: de publieke perceptie. Management Executive, 1(2), 20–23.

    Google Scholar 

  • Melewar, T. C., & Saunders, J. (1998). Global corporate visual identity systems: Standardization, control and benefits. International Marketing Review, 15(4), 291–308.

    Article  Google Scholar 

  • Menon, S., & Kahn, B. E. (2003). Corporate sponsorships of philanthropic activities: When do they impact perception of sponsor brand? Journal of Consumer Psychology, 13(3), 316–327.

    Article  Google Scholar 

  • Meyer, H. (1999). When the cause is just. Journal of Business Strategy, 20(6), 27–31.

    Article  Google Scholar 

  • Mohr, L. A., Webb, D. J., & Harris, K. E. (2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. Journal of Consumer Affairs, 35(1), 45–71.

    Article  Google Scholar 

  • Moore, D. J., Harris, W. D., & Chen, H. C. (1995). Affect intensity: An individual difference response to advertising appeals. Journal of Consumer Research, 22(2), 154–164.

    Article  Google Scholar 

  • Muller, D., Judd, C. M., & Yzerbyt, Y. (2005). When moderation is mediated and mediation is moderated. Journal of Personality and Social Psychology, 89(6), 852–863.

    Article  Google Scholar 

  • Okazaki, S., Taylor, C. R., & Zou, Z. (2006). Advertisings standardization’s positive impact on the bottom line: A model of when and how standardization improves financial and strategic performance. Journal of Advertising, 35(3), 17–33.

    Article  Google Scholar 

  • Oldenberg, D. (1992). Big companies plug big causes for big gains. Business and Society Review, 8(3), 22–23.

    Google Scholar 

  • Pampers. (2009). Pampers and UNICEF: Working Together for Healthy Babies. Accessed January 10, 2010, from http://www.pg.com/en_US/sustainability/social_responsibility/index.shtml.

  • Papasolomou, I., & Kitchen, P. J. (2011). Cause related marketing: Developing a tripartite approach with BMW. Corporate Reputation Review, 14(1), 63–65.

    Article  Google Scholar 

  • Polonsky, M. J., & Speed, R. (2000). Linking sponsorship and cause related marketing: Complementarities and conflicts. European Journal of Marketing, 35(11/12), 1361–1385.

    Article  Google Scholar 

  • Pringle, H., & Thompson, M. (1999). Brand spirit: How cause related marketing builds brands. Chichester: John Wiley & Sons.

    Google Scholar 

  • Rains, D. (2003). Corporate philanthropy versus sponsorship & cause-related marketing. TCG Centerpiece, April, pp. 1–10.

  • Ratliff, D. (2007). The challenge of humanitarian logistics. Operations Research/Management Science Today, December, 31.

  • Reed, A. I. I. (2002). Social identity as a useful perspective for self-concept-based consumer research. Psychology and Marketing, 19(3), 235–266.

    Article  Google Scholar 

  • Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. (2004). Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 33(1), 29–42.

    Google Scholar 

  • Ross, J. K., Patterson, L. T., & Stutts, M. A. (1992). Consumer perceptions of organizations that use cause-related marketing. Journal of the Academy of Marketing Science, 20(1), 93–97.

    Article  Google Scholar 

  • Ross, J. K., III, Stutts, M. A., & Patterson, L. T. (1990–1991) Tactical considerations for the effective use of cause-related marketing. Journal of Applied Business Research, 7(2), 58–65.

  • Schlegelmilch, B. B., & Öberseder, M. (2010). Half a century of marketing ethics: Shifting perspectives and emerging trends. Journal of Business Ethics, 93(1), 1–19.

    Article  Google Scholar 

  • Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225–243.

    Article  Google Scholar 

  • Singh, S., Kristensen, L., & Villasenor, E. (2009). Overcoming skepticism towards cause related claims: The case of Norway. International Marketing Review, 26(3), 312–326.

    Article  Google Scholar 

  • Stets, J. E., & Burke, P. J. (2000). Identity theory and social identity theory. Social Psychology Quarterly, 63(3), 224–237.

    Article  Google Scholar 

  • Strahilevitz, M., & Myers, J. B. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research, 24(3), 434–446.

    Article  Google Scholar 

  • Szymanski, D. M., Bharadwaj, S. G., & Varadarajan, P. R. (1993). Standardization versus adaptation international marketing strategy: An empirical investigation. Journal of Marketing, 57(4), 1–17.

    Article  Google Scholar 

  • Trimble, C. S., & Rifon, N. J. (2006). Consumer perceptions of compatibility in cause-related marketing messages. International Journal of Nonprofit and Voluntary Sector Marketing, 11(1), 29–47.

    Article  Google Scholar 

  • Valor, C. (2005). Consumers’ responses to corporate philanthropy: Are they willing to make trade-offs. International Journal of Business and Society, 6(1), 1–26.

    Google Scholar 

  • Van de Ven, B. (2008). An ethical framework for the marketing of corporate social responsibility. Journal of Business Ethics, 82(2), 339–352.

    Article  Google Scholar 

  • Van den Brink, D., Odekerken-Schroder, G., & Pauwels, P. (2006). The effect of strategic and tactical cause-related marketing on consumers’ brand loyalty. Journal of Consumer Marketing, 23(1), 15–25.

    Article  Google Scholar 

  • Van der Velde, M., Jansen, P., & Telting, I. (2000). Bedrijfswetenschappelijk onderzoek: Van probleemstelling tot presentatie. Baarn: H. Nelissen B.V.

    Google Scholar 

  • Van Riel, C. B. M. (1995). Principles of corporate communication. London: Prentice Hall.

    Google Scholar 

  • Van Riel, C. B. M., & Fombrun, C. J. (2007). Essentials of corporate communication. London: Routledge.

    Book  Google Scholar 

  • Varadarajan, P. R., & Menon, A. (1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52(3), 58–74.

    Article  Google Scholar 

  • Webb, D. J., & Mohr, L. A. (1998). A typology of consumer responses to cause-related marketing: From skeptics to socially concerned. Journal of Public Policy & Marketing, 17(2), 226–238.

    Google Scholar 

  • Williams, R. J., & Barrett, J. D. (2000). Corporate philanthropy, criminal activity and firm reputation: Is there a link? Journal of Business Ethics, 26(4), 341–350.

    Article  Google Scholar 

  • Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341–352.

    Article  Google Scholar 

  • Zhao, X., Lynch, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197–206.

    Article  Google Scholar 

Download references

Acknowledgments

Alex Michalos served as editor and Steve Brammer served as section editor for this article. The authors thank them and the four anonymous reviewers for their comments and suggestions during the review process.

Author information

Authors and Affiliations

  1. EDHEC Business School, Roubaix Cedex 1, France

    Joëlle Vanhamme

  2. Cardiff Business School, The University of Cardiff, Aberconway Building, Colum Drive, Cardiff, CF10 3EU, UK

    Adam Lindgreen

  3. University of Bradford, Bradford, UK

    Jon Reast

  4. Imtech Marine Group, Rotterdam, The Netherlands

    Nathalie van Popering

Authors
  1. Joëlle Vanhamme
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Adam Lindgreen
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Jon Reast
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Nathalie van Popering
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Adam Lindgreen.

Appendices

Appendix 1: Example of a Briefing Report

Appendix 2: Briefing Reports

Scenario 1 (Cause: Primary Need; Scope: Local/National; Acuteness: Sudden Disaster)

ELC supports victims of flood in the West-Netherlands

From our reporter

Electronics chain ELC announces a commitment to help the victims of the current flood in the west of The Netherlands that has caused more than 50,000 people to be homeless. ELC, which […] division of PFA. This division will use the money to help providing shelter to the victims of the flood. In an interview, […] for society and people in the flooded area are currently in need of immediate help. Our financial support to PFA helps this organization to provide these people with shelter and enables us […] tomorrow.

Scenario 2 (Cause: Primary Need; Scope: Local/National; Acuteness: Ongoing Tragedy)

ELC supports the homeless in the West-Netherlands

From our reporter

Electronics chain ELC announces a commitment to help the homeless in the West-Netherlands. ELC, which […] division of PFA. This division will use the money for providing shelter to the homeless in the West-Netherlands. In an interview, […] for society and part of the local population doesn’t have a place to stay. Our financial support to PFA helps this organization to provide these people with shelter and enables us […] tomorrow.

Scenario 3 (Cause: Primary Need; Scope: International; Acuteness: Sudden Disaster)

ELC supports victims of flood in East-Brazil

From our reporter

Electronics chain ELC announces a commitment to help the victims of the current flood in the east of Brazil that has caused more than 50,000 people to be homeless. ELC, which […] division of PFA. This division will use the money to help providing shelter to the victims of the flood. In an interview, […] for society and people in the flooded area are currently in need of immediate help. Our financial support to PFA helps this organization to provide these people with shelter and enables us […] tomorrow.

Scenario 4 (Cause: Primary Need; Scope: International; Acuteness: Ongoing Tragedy)

ELC supports the homeless in East-Brazil

From our reporter

Electronics chain ELC announces a commitment to help the homeless in East-Brazil. ELC, which […] division of PFA. This division will use the money for providing shelter to the homeless in East-Brazil. In an interview, […] for society and part of the East-Brazilian population doesn’t have a place to stay. Our financial support to PFA helps this organization to provide these people with shelter and enables us […] tomorrow.

Scenario 5 (Cause: Secondary Need; Scope: Local/National; Acuteness: Sudden Disaster)

ELC supports the West-Netherlands Museum after flood

From our reporter

Electronics chain ELC announces a commitment to help the West-Netherlands Museum to restore its paintings that were heavily damaged by the recent unexpected flood. ELC, which […] division of PFA. This division will use the money to assist the West-Netherlands museum with the restoration of the paintings that were damaged during the flood. In an interview, […] for society and situation in the West-Netherlands Museum endangers our national cultural heritage and requires immediate action. Our financial support to PFA helps this organization to provide the appropriate support to the museum and enables us […] tomorrow.

Scenario 6 (Cause: Secondary Need; Scope: Local/National; Acuteness: Ongoing Tragedy)

ELC supports the West-Netherlands Museum

From our reporter

Electronics chain ELC announces a commitment to help the West-Netherlands Museum to restore its paintings. Many paintings have suffered from decades of high humidity levels, caused by the museum’s proximity to a river. ELC, which […] division of PFA. This division will use the money to assist the West-Netherlands museum with the restoration of damaged paintings. In an interview, […] for society and the situation in the West-Netherlands Museum endangers our national cultural heritage. Our financial support to PFA helps this organization to provide the appropriate support to the museum and enables us […] tomorrow.

Scenario 7 (Cause: Secondary Need; Scope: International; Acuteness: Sudden Disaster)

ELC supports East-Brazilian Museum after floods

From our reporter

Electronics chain ELC announces a commitment to help the East-Brazilian Museum to restore its paintings that were heavily damaged by the recent unexpected flood. ELC, which […] division of PFA. This division will use the money to assist the East-Brazilian museum with the restoration of the paintings that were damaged during the flood. In an interview, […] for society and situation in the East-Brazilian Museum endangers our global cultural heritage and requires immediate action. Our financial support to PFA helps this organization to provide the appropriate support to the museum and enables us […] tomorrow.

Scenario 8 (Cause: Secondary Need; Scope: International; Acuteness: Ongoing Tragedy)

ELC supports East-Brazilian Museum

From our reporter

Electronics chain ELC announces a commitment to help the East-Brazilian Museum to restore its paintings. Many paintings have suffered from decades of high humidity levels, caused by the museum’s proximity to a river. ELC, which […] division of PFA. This division will use the money to assist the East-Brazilian museum with the restoration of damaged paintings. In an interview, […] for society and the situation in the East-Brazilian Museum endangers our global cultural heritage. Our financial support to PFA helps this organization to provide the appropriate support to the museum and enables us […] tomorrow.

Appendix 3: Manipulation Check

We ran a pretest of the manipulation on 70 respondents; they were randomly assigned to one of the eight scenarios and rated three five-point semantic differential scales anchored with the notion that the described cause was “a cause related to a problem that involves the most basic human needs, that is, basic physical requirements [personal, social, or cultural life enhancement or development, that is, not related to basic human needs],” “a cause that is related to a problem that has happened geographically close to me [far away from me],” and “a cause that is related to a problem that has occurred suddenly [has been going on for some time].” As expected, the manipulations of cause scope, type, and acuteness were successful and orthogonal. Respondents who read the scenario with the flood perceived a more primary need than did respondents who read the scenario about the museum (F(1, 69) = 140.082, p = .000; 1.53 vs. 4.52), and the manipulation of cause type did not affect the ratings for the two other questions (p > .451). Respondents who read the scenario with the local cause perceived it as geographically closer to them than respondents who read the Brazilian cause scenario (F(1, 67) = 160.380, p = .000; 1.84 vs. 4.72), and the manipulation of cause scope did not affect the ratings for the two other items (p > .641). Finally, respondents who read the scenario about the disaster perceived it as sudden, more than those who read the scenario about the ongoing issue (F(1, 69) = 103.329, p = .000, 1.58 vs. 4.23), and the manipulation did not affect the ratings for the two other questions (p > .399).

Rights and permissions

Reprints and permissions

About this article

Cite this article

Vanhamme, J., Lindgreen, A., Reast, J. et al. To Do Well by Doing Good: Improving Corporate Image Through Cause-Related Marketing. J Bus Ethics 109, 259–274 (2012). https://doi.org/10.1007/s10551-011-1134-0

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s10551-011-1134-0

Keywords

Search

Navigation