An appraisal of cause-related marketing on brand equity: A study of a beauty product in Abuja.
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Background of the study:
Cause-related marketing (CRM) has emerged as an influential strategy in the beauty industry, where brand equity is closely tied to ethical and socially responsible initiatives (Nwankwo, 2023). In Abuja, a leading beauty product has adopted CRM practices to build a stronger brand identity by aligning with social causes that resonate with consumers. The strategy is premised on the idea that linking product promotion with a meaningful cause can significantly enhance consumer perception and loyalty. As the beauty market becomes increasingly saturated, differentiating through socially responsible practices has proven to be an effective means of creating a competitive edge (Uche, 2024). This study investigates how CRM influences brand equity by fostering a positive image and emotional attachment among consumers. The analysis delves into the mechanisms through which social causes are integrated into marketing communications and their subsequent effect on consumer trust, purchase behavior, and overall brand value. With consumers becoming more socially conscious, the beauty brand’s initiatives provide a timely example of how ethical marketing can drive long-term business success while contributing to societal well-being (Eze, 2023).
Statement of the problem:
Despite widespread adoption of cause-related marketing strategies in the beauty industry, there is uncertainty about the direct impact of these initiatives on brand equity. Consumers may perceive CRM efforts as opportunistic if not implemented authentically, thereby diminishing brand trust. The challenge lies in bridging the gap between corporate messaging and consumer interpretation of social causes. This study seeks to address the ambiguity by examining whether CRM initiatives result in tangible improvements in brand equity or merely serve as short-term marketing tactics. Moreover, the lack of standardized metrics to assess CRM’s influence on brand equity further complicates strategic decision-making (Okafor, 2024).
Objectives of the study:
To assess the impact of cause-related marketing on the brand equity of a beauty product in Abuja.
To examine consumer perceptions of the authenticity of CRM initiatives.
To identify the key factors that contribute to enhanced brand equity through CRM.
Research questions::
How does cause-related marketing affect brand equity in the beauty industry?
What are consumers’ perceptions of the authenticity of CRM initiatives?
Which factors most significantly drive improvements in brand equity through CRM?
Significance of the study
The study provides valuable insights for beauty brands aiming to leverage cause-related marketing to enhance brand equity. It highlights effective CRM practices and guides strategic decisions to build long-lasting consumer relationships. The findings contribute to both academic research and practical marketing applications.
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