Cause-Related Marketing

Cause-Related Marketing (CRM) is a marketing activity that has grown popular in the USA and studies have been carried out that explore how American consumers perceive and react to CRM. In Sweden, however, CRM has not yet found ground to any greater extent, and therefore there is limited research on how Swedish consumers react to CRM and how they perceive it. In this study, eight Swedish consumers are interviewed regarding their perception of CRM. The main findings of the investigation are that Swedish consumers fit well into a model that is based on American consumers? responses to CRM. However, on a general level, Swedish consumers are more sceptical than American towards companies? motives behind their CRM involvement. Furthermore, it is easier to affect brand associations and relationships than feelings with CRM. Established associations can be strengthened by CRM but it can also create new associations. Also many aspects regarding a consumer?s relationship with a brand can be affected by CRM. However, CRM is more likely to affect loyal attitude and active engagement than loyal behaviour and the consumer?s feeling of brand community.

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