Trustworthiness of cause-related marketing

Abstract

Cause-related marketing has become increasingly popular marketing tool where companies can communicate efficiently their participation to social and environmental issues together with the aim of increasing sales and enhancing corporate image.

Consumers’ scepticism towards cause-related marketing has been a noted threat for effectiveness of cause-related marketing. The purpose of this thesis is to gather the previously identified factors which have been found to affect the trustworthiness of CRM campaigns. The research method of this thesis is literature review.

The results of this paper indicate that trustworthiness of cause-related marketing is considerably affected by the perception of the company which is employing the CRM. Consumer characteristics and their overall impression of CRM also has their effect on the trustworthiness.