What is it about?

Cause-related marketing is an remarkable marketing plus promotional activity for firms to showcase their concern for society and promote products. But, as it involves financial commitment This study shows, that the cause-related marketing can be useful for start-ups, medium and small businesses also.

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Why is it important?

The model suggested in the study can be innovative way to implement cause-related marketing without incurring any additional cost. Based on their results, the authors develop diverse perspectives on cause involvement in cause-related marketing.

Perspectives

I hope this study provides a new insights about cause-related marketing. It shows that cause-related marketing can be game changer for startups, medium and small business especially in developing countries like India as t helps them to fulfill their social responsibility and it provides much needed financial support to social cause and non-profit organizations.

Dr Vivek Aggarwal
swami vivekanand suharti university, meerut

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This page is a summary of: Cause-related marketing and start-ups: moderating role of cause involvement, Journal of Global Responsibility, March 2019, Emerald, DOI: 10.1108/jgr-08-2018-0034.
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