Cause Related Marketing (CRM) is not philanthropy or altruism. It is based on a recognition by businesses that linking with charities or good causes can be mutually beneficial. It is a way of addressing current social issues by providing resources and funding, whilst addressing business marketing objectives.
CRM is intuitively appealing: it provides a win, win, win situation for all involved - for the business, the charity or good cause and the consumer.
The research in this publication covers the relationship between Cause Related Marketing, brand affinity and brand equity along with the critical questions on the impact on actual consumer perception, loyalty, buying behaviour and the bottom line.