The Business of Being Good: CRM Strategies and For-Profit Organizations
Abstract
Many studies have measured the impact of cause related marketing (CRM) strategies on nonprofit
organizations, however few have been able to measure the impact that these strategies can
have on the for-profit organizations employing them. This study hypothesizes that a co-branded
CRM strategy will have greater benefits for a for-profit organization than will a jointly-branded
strategy or no strategy at all. This hypothesis was tested using two studies, both with a 2x3
factorial design for firms with both a positive and negative brand reputation. It was found that,
for an organization with a negative image, consumers viewed the organization more positively
when they employed a co-branding strategy. It was also found that the consumer was likely to
donate more to a cause supported by the firm with a negative image when they used a cobranded
strategy as opposed to a jointly-branded strategy. Alternatively, firms with a positive
image generated more donations for a cause through a jointly-branded strategy.
Description
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Article
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Keywords
marketing, branding, non-profit, image, donations
Citation
Crepeau, Danielle, "The Business of Being Good: CRM Strategies and For-Profit Organizations" (2018). Honors Projects in Marketing. Paper 25. https://digitalcommons.bryant.edu/honors_marketing/25