Cause Related Marketing: Building the Corporate Image through Longterm Alliances with Non-profit Organisations

Corporations have long realised the benefits of Corporate Social Responsibility (CSR), particularly the Cause Related Marketing (CRM) and many have adopted CRM as a marketing tool for achieving their marketing objectives by demonstrating a commitment to improve the quality of life in the communities in which they operate. However, CRM proves to be a more successful tool for increasing the brand recognition when corporations develop long term alliances with non-profit organisations. This research offers a longitudinal comparative analysis of companies using CSR and points towards the effect CRM, coupled with alliances with non-profit organisations, has on corporate image of Cypriot businesses. The research methodology focuses primarily on surveys in 2004, 2007 and 2009/10 and personal interviews with the marketing managers of two companies using CRM in Cyprus. This research indicates that the majority of consumers recognize CSR efforts in those corporations which have established long term alliances with non-profit organizations.Corporate Social Responsibility (CSR); Cause Related Marketing (CRM); Non- Profit Organizations; Corporate Image; Cyprus; Branding