The meaning and uses of cause-related marketing

This paper examines the meaning and uses of cause-related marketing (CRM). In doing so, an analysis on the meaning of CRM was made, narrowing it down to how this meaning applies in industry through a semiotic deconstruction of two 'cause-related advertising' (CRA) images. In addition, the authors offered a conceptual analysis of the uses of CRM through a review of academic literature focusing on the subject. Essentially, two important findings emerged. The first underscores the deconstruction of two 'cause-related advertising' images, belonging to a profit driven firm and a not-for-profit organisation. This exercise demonstrates that even in emerging economies and non-Western cultures, CRM also helps in the promotion of corporate and product brand images. Second, a four-level analysis highlighting the uses of CRM emerged. This paper is useful in that it gives academic researchers an update on the status of the debate on the meaning and uses of CRM. Additionally, it gives new scholars in the field a quick understanding and comprehensive picture of the poles of arguments within this discipline. In addition, it strengthens managerial understanding of the meaning and uses of CRM.