Attitudes towards cause-related marketing: determinants of satisfaction and loyalty

Companies’ desire to demonstrate their social responsibility values, the need of nonprofit organizations (NPOs) to seek new sources of fundraising, and consumer concerns about responsible consumption have led to different types of collaborative relationships between the business and nonprofit sectors. Cause-related marketing (CRM) is the most common type of relationship between a business and a NPO. The main objective of this research is to analyze the consumer attitudes towards CRM and their consequences. Results showed that more favorable attitudes towards CRM could influence in a higher consumer’s satisfaction after the purchase of a product linked to this type of campaigns; in turn, greater satisfaction would influence a greater loyalty to the company that develops these programs. Thus, company credibility and company commitment to the cause or NPO play an important role in satisfaction and loyalty, respectively.