The Effectiveness of Cause-related Marketing in Building Brand

Image and Consumer Loyalty

ABSTRACT
Cause-related marketing is a strategic business approach in which a company
collaborates with a nonprofit organization or supports a specific cause to
promote its products or services while simultaneously positively impacting
society. CRM incorporates social responsibility into marketing to achieve
mutually beneficial results for the company as well as its cause. This research
examines the effectiveness of cause-related marketing on brand image and
consumer loyalty. Through many reviews and analytics of different case reports,
this provides different comprehensive understandings of the relationship among
CRM campaigns, Brand perception, and Customer behaviour.
The study goes on to investigate cause-related marketing, which is the process
of aligning brands with social causes. It examines the potential of CRM
initiatives for promoting brand loyalty and customer loyalty. It involves
collaboration between a for-profit company and a nonprofit organization. It
enhances the brand's image and makes it an ongoing journey for the brand.
Brand image makes an overall impression on the customer about a certain
brand. In the context of the research work, Brand image plays a significant role
in the case of cause-related marketing. It provides insight into how CRM leads
to competitive positioning, emotional connections, etc.
The research paper examines the role of customer loyalty in the context of
cause-related marketing. Customer loyalty refers to the attachment that a
customer has towards a particular brand or organization that helps them support
social causes. It can help a company stay in the market for a longer time.
The research study focuses on an important section known as corporate social
responsibility, which plays a crucial role in shaping brand image and customer
perceptions. Businesses can enhance their brand's reputation, value to
customers, and ultimately loyalty by participating in socially responsible
initiatives.
The research also studies the two research methods: Quantitative and
Qualitative. In the quantitative method, In-Depth interviews and focusing on
group discussions with the targeted consumers relate to cause-related
marketing. Whereas the Qualitative research method involves conducting
surveys and implementing an Experimental design.
In conclusion, cause-related marketing offers businesses a powerful tool to
enhance brand perception, increase brand awareness, and stimulate customer
loyalty. This Research highlights the link between consumer loyalty, cause-
related marketing, brand image, customer value and Corporate Social
Responsibility CSR within the field of marketing Companies can cultivate a loyal
customer base and gain an edge in today’s marketplace. The findings have
implications for service providers who use CRM to enhance brand image and
strengthen customer loyalty. ( Hoyt, B. R., McCullough, T., Callihan, E., &
Van Bibber, A. (2015).