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Sustainability and Social Responsibility

Identification with a Socially Responsible Apparel Company: Role of Cause-Related Marketing Strategy in Building Brand Loyalty

Authors
  • Ji Yeong Lee (SUNY Oneonta)
  • Kim K. P. Johnson (University of Minnesota)

Abstract

Corporate social responsibility (CSR) includes actions that further the interests of society as a whole and extend beyond the interests of the firm. As one type of CSR, cause-related marketing (CRM) brings several benefits to companies such as enhancing consumer’s attitudes towards a brand and increasing customer’s purchase intent. Consumers can also benefit as they fulfill self-definitional needs by linking their identity with a brand that engages in a CRM strategy (Curra´s-Pe´rez, Bigne´-Alcan˜iz, & Alvarado-Herrera, 2009).

Keywords: Cause-related marketing, consumer behavior

How to Cite:

Lee, J. & Johnson, K. K., (2013) “Identification with a Socially Responsible Apparel Company: Role of Cause-Related Marketing Strategy in Building Brand Loyalty”, International Textile and Apparel Association Annual Conference Proceedings 70(1).

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Published on
01 Jan 2013
Peer Reviewed
License
Creative Commons Attribution 4.0