RT Article
T1 Impacts of Instrumental Versus Relational Centered Logic on Cause-Related Marketing Decision Making
JF Journal of business ethics
VO 113
IS 2
SP 243
OP 263
A1 Liu, Gordon
LA English
YR 2013
UL https://ixtheo.de/Record/1785647024
AB 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.
K1 Corporate Social Responsibility
K1 Stakeholder Management
K1 Corporate legitimacy
K1 Consumer
K1 Cause-related marketing
DO 10.1007/s10551-012-1292-8