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Cause-related marketing: do managers understand and use this tool?

2020Journal article Open access
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dc.contributor.authorMiranda, Mafalda M.
dc.contributor.authorSilva, Susana Costa e
dc.contributor.authorDuarte, Paulo
dc.contributor.authorGlaser-Segura, Daniel
dc.date.accessioned2021-02-01T18:38:01Z
dc.date.available2021-02-01T18:38:01Z
dc.date.issued2020
dc.description.abstractDesign - We relied on data obtained from in-depth interviews with managers. Data categorization allowed the application of the main constructs of the UTAUT model and the unveiling of the level of acceptance of Cause-Related Marketing (CrM) campaigns by managers and its use as a marketing strategy. Purpose – Most of the research on CrM emphasizes the benefits of these campaigns for charities and donors. The purpose of this study is to decode what managers think about CrM campaigns and try to discern and understand the principal motivations, benefits, and inherent risks to implement these campaigns. Findings - Managers recognize CrM benefits mainly relating them with an increase in reputation and image of the company, making it possible to differentiate and increase its notoriety. However, the social nature of this tool is what weights in the most on the decision of managers, since they recognize that being socially responsible is a competitive factor. The greatest constraints identified have to do with the effort on the implementation of the campaign and with the consumer’s scepticism, especially in transactional campaigns. Originality - With this research we were able to realize that there is a misunderstanding between the CrM concept and purely philanthropic marketing, which can somehow inhibit managers from recognizing the potential of this tool. Regarding CrM use, the position of managers shows a clear concern about the importance of harmonizing values between the company and the cause, betting on long-term campaigns with transparent communication and investing in the process of planning, implementing, and monitoring campaigns to improve their performance. This needs to be taken into account in future assessments of CrM campaigns.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationMiranda, M. M., Costa, S., Duarte, P., Glaser-Segura, D. (2020). Cause-related marketing: do managers understand and use this tool?. Management & Marketing. Challenges for the Knowledge Society, 15(4), 587-604pt_PT
dc.identifier.doi10.2478/mmcks-2020-0034pt_PT
dc.identifier.eid85099461801
dc.identifier.issn2069–8887
dc.identifier.urihttp://hdl.handle.net/10400.14/31832
dc.identifier.wos000606389200003
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherEditura Economicăpt_PT
dc.relationResearch Unit in Business Sciences
dc.relationResearch Center in Management and Economics
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectCause-related Marketingpt_PT
dc.subjectUTAUT modelpt_PT
dc.subjectPerformance expectancypt_PT
dc.subjectSocial influencept_PT
dc.titleCause-related marketing: do managers understand and use this tool?pt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.awardTitleResearch Unit in Business Sciences
oaire.awardTitleResearch Center in Management and Economics
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04630%2F2020/PT
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F00731%2F2020/PT
oaire.citation.endPage604pt_PT
oaire.citation.issue4pt_PT
oaire.citation.startPage587pt_PT
oaire.citation.titleManagement & Marketing. Challenges for the Knowledge Societypt_PT
oaire.citation.volume15pt_PT
oaire.fundingStream6817 - DCRRNI ID
oaire.fundingStream6817 - DCRRNI ID
person.familyNameSilva
person.familyNameDuarte
person.familyNameGlaser-Segura
person.givenNameSusana C.
person.givenNamePaulo
person.givenNameDaniel
person.identifierE-2200-2014
person.identifier.ciencia-id5818-1A55-F727
person.identifier.ciencia-id6211-A867-20E2
person.identifier.orcid0000-0001-7979-3944
person.identifier.orcid0000-0001-8449-5474
person.identifier.orcid0000-0002-8398-4038
person.identifier.ridE-2200-2014
person.identifier.ridB-3914-2011
person.identifier.scopus-author-id37076829400
person.identifier.scopus-author-id25824785800
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
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relation.isAuthorOfPublication.latestForDiscovery42214927-65c3-42a2-98ea-ae8c3a3eae19
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