| This thesis investigates consumers' perceptions of cause-related marketing (CRM) by examining their CRM experiences in their social and cultural context. The objectives of the research were to: (1) achieve an understanding of what CRM means to consumers, (2) identify the motives that stimulate consumer behaviour in CRM, and (3) explore consumer typologies in CRM. Data collection was conducted in Toronto and Guelph, Canada and consisted of 17 in-depth interviews and 32 CRM experiences. Data was analyzed using a content analysis process. Results indicate that a consumer oriented definition of CRM encompasses the perspectives of all three stakeholders: consumer, not-for-profit organization, and for-profit organization. Respondents often described CRM using the terms 'charity', 'money', and 'mutually beneficial partnership'. The study also identified internal (altruistic, egoistic, and mixed) and external (traditional purchase criteria, nature of for-profit organizations, and nature of CRM campaigns) motives, as defined by the consumer, for responding to CRM campaigns. |
