Document Type
Thesis
First Faculty Advisor
Yoon, Sukki
Second Faculty Advisor
Langton, Peter
Keywords
Cause Related Marketing; CRM;
Publisher
Bryant University
Rights Management
All rights retained by Bryant University and Danielle Crepeau
Abstract
Many studies have measured the impact of cause related marketing (CRM) strategies on non-profit 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 co-branded 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.
