THE IMPACT OF CAUSE-RELATED MARKETING ON BRAND EQUITY:(The Study of Ariel Detergent)

A growing number of firms are entering into commercial partnership with nonprofit organizations to achieve specific business objectives. Cause--related marketing is one example of such a partnership. The precise definition of this strategy is subject to debate; however Cause-related marketing generally involves a corporate donation to a nonprofit organization contingent upon the consumers' purchase of a nominal product. The deftnition that was developed and adopted for the purpose of this research is as follows: 'Cause-related marketing is a marketing strategy whereby thefirm makes a contribution, financial or otheniJise, to a non-profit organi.zation contingent upon the customer engaging in revenue-providing exchange that satisfies business and individual objectives' It should be noted that the term 'strategy', as used throughout this project, is defined as 'any plan for achieving goals and objectives'. Furthermore, Cause-related marketing is an attractive proposition to on-profit facing decreased government funding and increased competition for contributions from individual's donor.