The impact of cause-related marketing campaigns on the reputation of corporations and NGOs
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The impact of cause-related marketing campaigns on the reputation of corporations and NGOs Enrique Carlos Bianchi 1
& Gaspar
Gracia Daponte 1 & Leticia Pirard 1
Received: 9 April 2020 / Accepted: 27 October 2020/ # Springer-Verlag GmbH Germany, part of Springer Nature 2020
Abstract 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. Keywords Corporate reputation . Cause-related marketing . NGO image .
Corporation-NGO’s alliance
1 Introduction At present, Latin America is providing evidence of a growing number of alliances between non-governmental organizations (NGOs) and corporations to carry out cause* Enrique Carlos Bianchi [email protected]; [email protected] Gaspar Gracia Daponte [email protected] Leticia Pirard [email protected]
1
Unit associated to CONICET, Social Sciences and Humanities Department, Catholic University of Córdoba, Córdoba, Argentina
E. Bianchi et al.
related marketing campaigns within the framework of social responsibility, environmental care, and business ethics. These mainly respond to the need of corporations to enhance their reputation, which has been gaining great relevance in recent years, as these types of campaigns help them generate greater credibility across objective target audiences. (Medina 2014). In Argentina, year after year, the Consejo Publicitario Argentino 2017 (Argentine Advertising Council, in English) launches the call for a contest which rewards communication campaigns for the public good carried out by corporations and NGOs promoting values and generating a positive impact on society. Some of the topics covered in the cases selected this year are, among others, bullying, gender equality, coexistence, solidarity, fight against poverty, education, carefor the environment and animal species, recovery of lost children, integration, and health care. The winners were selected from a total of 106 cases presented in different categories, a record in number of registrations compared to the latest editions. Valor Martínez and Merino de Dieg
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