Rethinking the boundaries of cause-related marketing: Addressing the need for a new definition

IF 1.8 Q3 BUSINESS International Review on Public and Nonprofit Marketing Pub Date : 2024-02-02 DOI:10.1007/s12208-024-00398-6

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Abstract

Cause-related marketing (CrM) has become a mainstream marketing strategy in recent years. Through several innovations in its practice, it has evolved considerably from its traditional ‘percentage of sales will be devoted to supporting a cause’ form. This paper suggests that the definition and scope of CrM reflected in academic literature and applied usage must evolve to keep up with its practice. A search of 436 papers from seven databases (EBSCO, Elsevier, Emerald, JSTOR, ProQuest, SAGE and WILEY) resulted in the identification of 24 unique definitions of CrM. These 24 definitions were examined to identify the various dimensions of CrM activity they collectively subsume. A total of six dimensions were identified. Each definition was then mapped against these six dimensions to determine the dimensions that were included in the definition. The dimension scores and dimension ratios were computed employing the methodology of Dahlsrud (2008). A juxtaposition of the identified definitions and dimensions against several current CrM campaigns indicates the need for a wider definition of CrM than those currently being used. A broadened definition of CrM, which attempts to capture the multifarious hues of how CrM strategies are actually being practised, is proposed.

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重新思考因果营销的界限：满足对新定义的需求

摘要近年来，与事业相关的营销（CrM）已成为一种主流营销战略。通过在实践中的多次创新，它已从传统的 "将一定比例的销售额用于支持某项事业 "的形式发生了很大变化。本文认为，学术文献和应用实践中反映的 "危机管理 "的定义和范围必须与时俱进。通过对七个数据库（EBSCO、Elsevier、Emerald、JSTOR、ProQuest、SAGE 和 WILEY）中的 436 篇论文进行检索，确定了 24 个独特的 CrM 定义。我们对这 24 个定义进行了研究，以确定它们共同包含的 CrM 活动的各个层面。总共确定了六个方面。然后将每个定义与这六个维度进行映射，以确定定义中包含的维度。采用 Dahlsrud（2008 年）的方法计算维度分数和维度比率。将确定的定义和维度与当前的几项变革管理活动并列，表明需要一个比当前使用的定义更宽泛的变革管理定义。我们提出了一个扩大的变革管理定义，它试图捕捉变革管理战略实际实施过程中的各种色彩。

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来源期刊

International Review on Public and Nonprofit Marketing BUSINESS-

CiteScore

3.80

自引率

23.50%

发文量

期刊介绍： The International Review on Public and Nonprofit Marketing, an international scientific journal, publishes English-language articles and case reports in the field of public and nonprofit marketing and closely related disciplines. Relevant doctoral thesis reviews and book reviews are also welcome. The main objective of the Review is to foster the study of marketing topics from an interdisciplinary perspective and provide a forum for researchers interested in examining these issues from practical and theoretical viewpoints. Establishing a common vocabulary with which to discuss methods, procedures, results and experiences will improve the exchange of ideas between participants of varied backgrounds. To be accessible to a diverse community of academics and professionals, the Review will only accept articles that display strict scientific rigor and excellent expository clarity. First-rate scientific quality is guaranteed by a large editorial board composed of internationally recognized experts from prestigious academic and research institutions. Papers submitted for publication are evaluated through a double blind refereeing process. Manuscripts should not exceed 20 pages (450 words per page). This page limit includes all figures, tables, appendices and references. Officially cited as: Int Rev Public Nonprofit Mark