An Appraisal of the Impact of Cause-Related Marketing on Brand Image: A Case Study of Coca-Cola Nigeria in Kwara State
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Background of the Study
Cause-related marketing (CRM) refers to a marketing strategy in which a company partners with a social cause to promote a product while benefiting a charitable organization or social initiative (Brown & Dada, 2023). This form of marketing is increasingly popular as businesses strive to align themselves with social issues that resonate with their target audience, enhancing their brand image and reputation. CRM has been shown to positively influence consumer perceptions, foster brand loyalty, and boost sales (Liu & Zhang, 2024).
Coca-Cola Nigeria, a leading brand in the beverage industry, has long utilized cause-related marketing as part of its corporate social responsibility (CSR) initiatives. In Kwara State, where social causes such as education, health, and environmental sustainability are important to consumers, Coca-Cola’s CRM campaigns could play a pivotal role in enhancing the brand’s image. This study will investigate the impact of Coca-Cola’s cause-related marketing on its brand image in Kwara State.
Statement of the Problem
While cause-related marketing is widely recognized as an effective tool for enhancing brand image, its specific impact on brand perception in Nigerian states like Kwara remains under-researched. Many consumers may not be fully aware of the social causes promoted by companies, which raises the question of whether these initiatives genuinely influence consumer perceptions and contribute to brand loyalty (Adebayo & Bello, 2023). This study will explore how Coca-Cola’s CRM initiatives affect its brand image in Kwara State.
Objectives of the Study
- To assess the impact of Coca-Cola’s cause-related marketing initiatives on its brand image in Kwara State.
- To evaluate consumer perceptions of Coca-Cola’s CSR activities in Kwara State.
- To determine whether cause-related marketing influences consumer loyalty to Coca-Cola in Kwara State.
Research Questions
- How do Coca-Cola’s cause-related marketing initiatives impact its brand image in Kwara State?
- What are consumer perceptions of Coca-Cola’s CSR activities in Kwara State?
- How does cause-related marketing influence consumer loyalty to Coca-Cola in Kwara State?
Research Hypotheses
- Coca-Cola’s cause-related marketing initiatives do not significantly impact its brand image in Kwara State.
- Consumer perceptions of Coca-Cola’s CSR activities significantly influence their loyalty to the brand in Kwara State.
- Coca-Cola’s CRM initiatives do not significantly enhance its brand reputation in Kwara State.
Scope and Limitations of the Study
This study focuses on Coca-Cola’s cause-related marketing initiatives in Kwara State. Limitations include potential biases in consumer perceptions and the difficulty of isolating the specific impact of CRM from other marketing efforts.
Definitions of Terms
- Cause-Related Marketing (CRM): A marketing strategy in which a company partners with a social or charitable cause, with both the business and the cause benefiting from the partnership.
- Brand Image: The perception of a brand held by consumers, shaped by experiences, advertising, and social responsibility efforts.
- Consumer Loyalty: The ongoing preference and commitment that a consumer has toward a brand, often influenced by emotional connections or positive experiences.
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