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Business and Corporate Communications
Cause-related marketing, message framing, strategic fit, branding, strategic partnerships, marketing
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Full-Text Articles in Business
The Interaction Of Involvement, Message Framing, And Brand-Cause Fit In A Cause-Related Marketing Context, Jessica L. Kosak
The Interaction Of Involvement, Message Framing, And Brand-Cause Fit In A Cause-Related Marketing Context, Jessica L. Kosak
Senior Honors Projects
Over the past few years, cause-related marketing has become a prevalent aspect of brand building in many businesses. Cause-related marketing (CRM) can be defined as “a strategic positioning and marketing tool which links a company or brand to a relevant social cause or issue, for mutual benefit” (Pringle & Thompson, 1999, pg.1). The key word in this definition is “strategic” because a brand must think strategically about which cause they want to associate with their brand in order to differentiate their brand and be relevant to consumers. In today’s world, consumers want to have a connection and feel confident in …