An investigation of cause-related marketing effectiveness on brand differentiation: A study of a fashion label in Kaduna, Nigeria.
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- Recommended for :
- NGN 5000
Background of the study:
Cause-related marketing has become a significant differentiator for brands seeking to stand out in crowded markets. In Kaduna, a fashion label has implemented cause-related marketing strategies to create a distinctive brand identity by aligning its products with social causes. These initiatives include partnerships with charitable organizations, eco-friendly production methods, and purpose-driven campaigns that highlight the brand’s commitment to social issues (Ibrahim, 2023; Adebola, 2024). By integrating these elements into its overall marketing strategy, the fashion label aims to differentiate itself from competitors and build a loyal customer base that values ethical practices. The study examines how cause-related marketing contributes to brand differentiation by influencing consumer perceptions, fostering emotional connections, and enhancing brand recall. It also explores the challenges of maintaining authenticity in cause-related messaging and the role of digital media in amplifying these messages. The research provides insights into the effectiveness of cause-related marketing as a strategic tool for achieving competitive advantage in the fashion industry (Chinwe, 2024).
Statement of the problem:
Despite the widespread adoption of cause-related marketing, its role in achieving effective brand differentiation for fashion labels in Kaduna remains underexplored. Inconsistent campaign execution and consumer skepticism about the authenticity of social causes may diminish the intended impact. The lack of clear metrics to measure differentiation further complicates the evaluation process. Without robust evidence, fashion brands risk investing in strategies that fail to create a unique brand identity, thereby limiting competitive advantage. This study seeks to address these gaps by investigating how cause-related marketing influences brand differentiation (Okafor, 2024).
Objectives of the study:
To evaluate the effectiveness of cause-related marketing in differentiating a fashion label.
To assess consumer perceptions of the label’s social cause initiatives.
To recommend strategies for enhancing brand differentiation through cause-related marketing.
Research questions::
How does cause-related marketing contribute to brand differentiation?
What are consumer perceptions of cause-related initiatives in fashion?
Which strategies are most effective in establishing a differentiated brand identity?
Significance of the study
This study provides valuable insights for fashion labels by demonstrating how cause-related marketing can be leveraged to achieve brand differentiation. The findings offer actionable recommendations for enhancing brand identity and competitive positioning, thereby supporting long-term market success. The research enriches academic literature on ethical marketing strategies (Udo, 2024).
Scope and limitations of the study
The study is limited to a fashion label in Kaduna and focuses exclusively on the impact of cause-related marketing on brand differentiation.
Definitions of terms
Cause-related marketing: Marketing strategies that associate brand promotion with social or charitable causes.
Brand differentiation: The process of establishing a unique market position and identity for a brand.
Fashion label: A company that designs, produces, and markets apparel and accessories.
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