Unpacking Cause-Related Marketing: An In-Depth Literature Analysis and Call for Future Research

Abstract

Purpose: This study explores the inception and evolution of Cause-Related Marketing (CRM) from 1988 to 2023, a strategy where businesses donate to a cause or nonprofit organization each time a customer makes a purchase. It aims to understand how CRM is defined, its empirical impact, the primary theories and variables studied, and future directions for research.

Design/Methodology/Approach: The paper adopts conceptual approach, systematically reviewing existing literature to address four key research questions related to the understanding, impact, theoretical foundations, and future prospects of CRM.

Findings: The study identifies CRM as a concept emerging from Corporate Social Responsibility (CSR) and highlights its remarkable evolution over the years. Key theories explored in the CRM literature include the Elaboration Likelihood Model (ELM), Signaling Theory, Social Identity Theory, Theory of Planned Behavior (TPB), and Attribution Theory. Frequently studied variables include altruism, skepticism, product type, donation size, brand–cause fit, cause involvement, and cause type. A significant research gap is also identified, indicating substantial potential for future investigations.

Originality/Value: This paper offers a comprehensive conceptual synthesis of over three decades of CRM research. By mapping the theoretical and empirical landscape, it provides valuable insights for scholars seeking to deepen understanding in this field and identifies underexplored areas that merit further scholarly attention.

Paper Type: Review of Literature