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- 1. Open EndedCause-related marketing is a sub-set of corporate social responsibility that is very popular in organisations. It is the cooperation of a profit and non-profit organisation with the goal of achieving mutual benefits. - The profit org: enhances reputation and increases sales - The non-profit org: financial support and publicity
- 2. Open Ended+ Brown and Dacin 1997: the growth in this area if from the positive results achieved by major corporations using CSR activities - it has been shown to increase positive attitudes towards an organisation + Barone 2000: CSR is designed to achieve marketing objectives (brand sales) via supporting social causes - it has been shown to influence consumer decisions thus acting as a way of generating sales
- 3. Open EndedThe growth of CSR can lead to consumer fatigue and increase consumer scepticism making them see CSR as simple marketing activities to increase sales - In 2004 47% of people said they would buy a cause-related product, this dropped to 37% in 2007
- 4. Open Ended- Elsbach et al 1992: During Reebol's support the Amnesty International's campaign for "Human Rights Now", many people saw this as an attempt to enhance sales - Yoplait said they would donate 10 cents to Breast Cancer research for every lid people sent back, bu the cost of sending them back outweighed the money that would have been raised for charity - made it redundant and pointless
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