Marshall Digital Scholar

Does Global vs. Local Scope Matter? Contingencies of Cause-Related Marketing in a Developed Market

Marshall University

Project Description: Cause-related marketing refers to a company’s social initiative in which the company donates a specified amount to a chosen cause in response to every purchase the consumers made. Many multinational corporations (MNCs) have used cause-related marketing as a strategy to improve their brand image and positioning in the global market. However, what makes cause-related marketing effective in the international market is not well understood. Drawing on social impact theory, this project uncovers the factors that affect the effectiveness of cause-related marketing strategy in the global market context. Specifically, across two studies, this research has found that the scope of the cause (i.e., if the MNC supports a global vs. local cause), the MNC’s origin (i.e., emerging vs. developed markets), and the host market consumers’ cultural orientation affect consumer perceptions of the cause-related marketing campaign and consumer purchase behavior.