The controversial side of CRM: study on the effect of cause-related marketing on consumers’ perception of social causes

Abstract

The use of Cause-Related Marketing (CRM) by corporations is on the increase. However, there is a growing concern that the objectives of corporations’ and NGOs’ differ. We argue that this may influence how consumers’ perceive the social cause. We tested these predictions in a study in the context of a cancer awareness campaign. We develop recommendations on how CRM campaigns can avoid these problematic consequences.