Abstract
Corporate social responsibility and cause-related marketing are increasingly used by brands and NGOs as both gain from such partnerships. This strategy has worked well in individualistic cultures, mainly the USA. Vaidyanathan et al (2013) asked if the “impact of tying products to social causes translates across cultures?” Most of the research into CSR has been carried out with participants from one culture and there appears to be a paucity of research into a comparison of how CSR is regarded within different cultures. Therefore, this paper asks how aware are consumers from different cultures in Europe and Asia about the existence of CSR and what values do they attach to CSR? This paper will build on the research by Vaidynathan et al (2013), using student participants in focus groups from the Czech Republic, France, and China. The paper will be of importance to practitioners and marketers operating in different cultures who are engaging in cause related marketing.
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KEYWORDS
cause-related marketing, corporate social responsibility, cross-cultural research, brands
Digital Media
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