Marketing społecznie zaangażowany jako narzędzie kreowania korzyści dla organizacji non-profit i for-profit

• Authors: Iwona Codogni

Title variants

EN

Marketing Social Engagement as a Tool for Creating Benefits For Non-Profit and For-Profit Organizations

• Languages of publication: PL

Abstracts

EN

Cause-related marketing (CRM) is a corporate social responsibility tool that is gaining popularity among companies. Cooperation between for-profit and non-profit organizations is mutually beneficial it enhances the image of one of the parties involved while providing the other party with means for financing their activity. The aim of this paper is to assess the effectiveness of CRM as a tool for enhancing the competitiveness and to determine the factors determining this effectiveness. The paper is a literature review including definition, external drivers of propagation of CRM and the review of available results of empirical studies of CRM effectiveness. The main propositions of the paper: a) CRM is an effective tool for enhancing the company competitiveness; b) The rising popularity of CRM arises from the expectations of stakeholders; c) The factors of effectiveness of CRM can be defined. The propositions have been verified with the use of empirical data available in the literature. The data supports the propositions that CRM influences elements of competitiveness like brand image, customer loyalty and market results. The studies of stakeholders’ expectations indicate that they exert pressure on companies to follow the principles of corporate social responsibility. The identified and empirically confirmed factors influencing the effectiveness of CRM include strategic fit between the focal company and their non-profit partner organization, duration of the campaign, product type and the gender of the target group.

Keywords

EN

cause-related marketing; corporate social responsibility; marketing

• Publisher: Instytut Filozofii i Socjologii Polskiej Akademii Nauk / Akademia Leona Koźmińskiego
• Journal: Prakseologia
• Year: 2012
• Issue: 153
• Pages: 281-296

Contributors

author

Iwona Codogni

• Uniwersytet Ekonomiczny w Krakowie, ul. Rakowicka 27, 31-510 Kraków

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