AN ASSESSMENT OF CAUSE-RELATED MARKETING IN ENHANCING CORPORATE IMAGE: A CASE STUDY OF AN NGO IN LAGOS, NIGERIA.
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Background of the study:
Cause-related marketing (CRM) is a strategy that aligns a company or organization with a social or environmental cause to enhance its corporate image and foster consumer goodwill. NGOs in Lagos are increasingly adopting CRM initiatives to bolster their reputation and attract donor support while simultaneously raising awareness about their causes (Uche, 2023). By integrating charitable activities into their marketing efforts, these organizations can demonstrate social responsibility and build a positive public image. CRM not only strengthens stakeholder relationships but also differentiates organizations in a competitive environment by showcasing their commitment to ethical practices. However, challenges such as authenticity, public skepticism, and potential dilution of the core message can undermine CRM effectiveness. This study evaluates the impact of cause-related marketing on corporate image for an NGO in Lagos, analyzing both the benefits and potential pitfalls of integrating social causes into marketing strategies (Ibrahim, 2024).
Statement of the problem:
NGOs in Lagos face challenges in executing cause-related marketing initiatives that genuinely enhance their corporate image. Issues such as perceived insincerity and ineffective communication of social impact can result in minimal improvements in public perception (Uche, 2023). These challenges necessitate an evaluation of CRM practices to ensure they contribute positively to corporate image and stakeholder trust (Ibrahim, 2024).
Objectives of the study:
To assess the impact of cause-related marketing on corporate image.
To identify challenges in implementing CRM initiatives.
To propose strategies for enhancing the effectiveness of CRM.
Research questions:
How does cause-related marketing affect corporate image?
What challenges hinder the success of CRM initiatives?
What measures can improve the impact of CRM on stakeholder perceptions?
Significance of the study:
This study is significant as it provides insights into leveraging cause-related marketing to enhance corporate image, offering NGOs in Lagos strategies to build credibility and strengthen donor relationships (Ibrahim, 2024).
Scope and limitations of the study:
The study is limited to an NGO in Lagos, Nigeria, focusing solely on the impact of cause-related marketing on corporate image.
Definitions of terms:
Cause-Related Marketing (CRM): Marketing strategies that link brands with social or environmental causes.
Corporate Image: The public perception and reputation of an organization.
NGO: A non-governmental organization focused on social or environmental causes.
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