CAUSE-RELATED MARKETING

AND IT’S EFFECTS ON CONSUMERS’ ATTITUDES

 

İbrahim Kırcova¹, Merve Yanar Gürce²*

¹Prof. Dr., Yıldız Teknik Üniversitesi, Turkey,

²Res. Asst., İstanbul Gedik Üniversitesi, Turkey,

*Corresponding Author

 

 

Abstract

 

Cause-related marketing is a recent phenomenon in marketing literature and practice that give chance corporations to combine philanthropic desires with brands. The corporation collaborates with a charitable organization and donates a specified amount to the cause every time one of their brands is purchased. Nowadays increasing efforts have been given to investigating the influence of cause-related marketing efforts on consumers’ attitudes and behaviours. Because, consumers have directed their attention increasingly to socially responsible organizations and they usually supports social problems in anywhere in the World. When viewed from this aspect, understanding of the requirements of a successful CRM application is crucial. In this context, the aim of the study is to analyse the effects of cause related marketing on consumers’ attitudes and behaviours. Congruity theory, attribution theory, prosocial behaviour theory and associative learning theory and effects of these theories on cause related marketing efforts was investigated.

 

Keywords: Socially Responsible Marketing, Cause Marketing, Consumer Behaviour