The Moral Marketplace
Cause-Related Marketing and the Architecture of Legitimacy
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Beschreibung
This book examines cause-related marketing and how organisations link business activity with social causes to build trust and support. It explains why some campaigns create value and social impact, while others lead to scepticism, reputational risk, or concerns about misleading claims. The book traces the development of cause-related marketing from its origins in the 1980s to current challenges shaped by digital platforms, artificial intelligence, transparency, and corporate accountability. It explores consumer behaviour, trust, authenticity, and ethical decision-making, alongside partnerships with charities, differences across countries and cultures, and key decisions in campaign design and evaluation. The book also introduces new frameworks for understanding how these campaigns generate both business and social outcomes over time. By combining research evidence with practical insights, this book supports scholars, students, and practitioners in designing and assessing responsible and effective cause-related marketing programmes.
Wilson N. Ndasi is Senior Lecturer in Marketing at Nottingham Business School, Nottingham Trent University, UK. A Fellow of the Higher Education Academy and Chartered Marketer, his research focuses on cause-related marketing, digital engagement, and international consumer behaviour, with publications in leading peer-reviewed journals.
This book examines cause-related marketing and how organisations link business activity with social causes to build trust and support. It explains why some campaigns create value and social impact, while others lead to scepticism, reputational risk, or concerns about misleading claims. The book traces the development of cause-related marketing from its origins in the 1980s to current challenges shaped by digital platforms, artificial intelligence, transparency, and corporate accountability. It explores consumer behaviour, trust, authenticity, and ethical decision-making, alongside partnerships with charities, differences across countries and cultures, and key decisions in campaign design and evaluation. The book also introduces new frameworks for understanding how these campaigns generate both business and social outcomes over time. By combining research evidence with practical insights, this book supports scholars, students, and practitioners in designing and assessing responsible and effective cause-related marketing programmes
Introduces original frameworks linking campaign design to trust, ethics, and societal impact Integrates culture, digital platforms, AI, and ethics into a unified global CRM theory Reframes cause-related marketing as a legitimacy-sensitive system, not a promotional tactic
Autor*in
Wilson Nih Ndasi
Themen in »The Moral Marketplace«
Consumer scepticism and authenticity in marketing Corporate social responsibility and ethical marketing Global and cross-cultural cause-related marketing Nonprofit and corporate partnership governance Cause-related marketing strategy and legitimacy