The impact of cause-related marketing campaigns on the reputation of corporations and NGOs

This study aims to measure the impact on the reputation of corporations and NGOs through their involvement in cause-related marketing campaigns. Quantitative findings enable us to examine two great central ideas regarding the background and consequences of this alliance. First, in terms of goals, pe...

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Detalles Bibliográficos
Autores principales: Bianchi, Enrique Carlos, Gracia Daponte, Gaspar, Pirard Martínez, Leticia María
Formato: Artículo
Lenguaje:Español
Publicado: 2020
Materias:
HF Comercio
JA Ciencias políticas (General)
Acceso en línea:http://pa.bibdigital.ucc.edu.ar/3209/1/A_Bianchi_GraciaDaponte_PirardMart%C3%ADnez.pdf
Aporte de:
Producción Académica Universidad Católica de Córdoba (UCCor) de Universidad Católica de Córdoba
id I38-R144-3209
record_format dspace
spelling I38-R144-32092025-04-07T19:44:49Z http://pa.bibdigital.ucc.edu.ar/3209/ The impact of cause-related marketing campaigns on the reputation of corporations and NGOs Bianchi, Enrique Carlos Gracia Daponte, Gaspar Pirard Martínez, Leticia María HF Comercio JA Ciencias políticas (General) This study aims to measure the impact on the reputation of corporations and NGOs through their involvement in cause-related marketing campaigns. Quantitative findings enable us to examine two great central ideas regarding the background and consequences of this alliance. First, in terms of goals, perception of the success of the campaign is precisely due to the participation of the NGO as a committed social organization rather than the contribution of the corporation which, in the current CSR paradigm, is challenged to carry out action campaigns in the community. Second, in terms of the actors’ reputation, the corporation obtains higher capitalization from the cause-related marketing campaign than the NGO. In other words, corporations benefit enormously from the image of NGOs to whom it is associated and gives support. Regarding the achievement of its social aim, it is perceived as very good by the community, resulting in an increase in corporate reputation that is distinctly superior to the reputation benefits obtained by the participating NGO. 2020-11-04 info:eu-repo/semantics/article info:eu-repo/semantics/closedAccess application/pdf spa http://pa.bibdigital.ucc.edu.ar/3209/1/A_Bianchi_GraciaDaponte_PirardMart%C3%ADnez.pdf Bianchi, Enrique Carlos ORCID: https://orcid.org/0000-0003-1628-2340 <https://orcid.org/0000-0003-1628-2340>, Gracia Daponte, Gaspar ORCID: https://orcid.org/0000-0002-8212-1425 <https://orcid.org/0000-0002-8212-1425> and Pirard Martínez, Leticia María (2020) The impact of cause-related marketing campaigns on the reputation of corporations and NGOs. International Review on Public and Nonprofit Marketing volume, 18. pp. 187-205. ISSN 1865-1984 https://link.springer.com/article/10.1007/s12208-020-00268-x info:eu-repo/semantics/altIdentifier/doi/https://doi.org/10.1007/s12208-020-00268-x
institution Universidad Católica de Córdoba
institution_str I-38
repository_str R-144
collection Producción Académica Universidad Católica de Córdoba (UCCor)
language Español
orig_language_str_mv spa
topic HF Comercio
JA Ciencias políticas (General)
spellingShingle HF Comercio
JA Ciencias políticas (General)
Bianchi, Enrique Carlos
Gracia Daponte, Gaspar
Pirard Martínez, Leticia María
The impact of cause-related marketing campaigns on the reputation of corporations and NGOs
topic_facet HF Comercio
JA Ciencias políticas (General)
description This study aims to measure the impact on the reputation of corporations and NGOs through their involvement in cause-related marketing campaigns. Quantitative findings enable us to examine two great central ideas regarding the background and consequences of this alliance. First, in terms of goals, perception of the success of the campaign is precisely due to the participation of the NGO as a committed social organization rather than the contribution of the corporation which, in the current CSR paradigm, is challenged to carry out action campaigns in the community. Second, in terms of the actors’ reputation, the corporation obtains higher capitalization from the cause-related marketing campaign than the NGO. In other words, corporations benefit enormously from the image of NGOs to whom it is associated and gives support. Regarding the achievement of its social aim, it is perceived as very good by the community, resulting in an increase in corporate reputation that is distinctly superior to the reputation benefits obtained by the participating NGO.
format Artículo
author Bianchi, Enrique Carlos
Gracia Daponte, Gaspar
Pirard Martínez, Leticia María
author_facet Bianchi, Enrique Carlos
Gracia Daponte, Gaspar
Pirard Martínez, Leticia María
author_sort Bianchi, Enrique Carlos
title The impact of cause-related marketing campaigns on the reputation of corporations and NGOs
title_short The impact of cause-related marketing campaigns on the reputation of corporations and NGOs
title_full The impact of cause-related marketing campaigns on the reputation of corporations and NGOs
title_fullStr The impact of cause-related marketing campaigns on the reputation of corporations and NGOs
title_full_unstemmed The impact of cause-related marketing campaigns on the reputation of corporations and NGOs
title_sort impact of cause-related marketing campaigns on the reputation of corporations and ngos
publishDate 2020
url http://pa.bibdigital.ucc.edu.ar/3209/1/A_Bianchi_GraciaDaponte_PirardMart%C3%ADnez.pdf
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