A comparative study of cause-related marketing on enhancing brand differentiation: Evidence from a non-profit campaign in Kano, Nigeria
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- 1-5 Chapters
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- Table of Content: Available
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- NGN 5000
Background of the study
Cause-related marketing integrates social or environmental causes into promotional strategies to differentiate a brand and create emotional connections with consumers. This study compares the effectiveness of different cause-related marketing approaches used in a non-profit campaign in Kano, Nigeria, to enhance brand differentiation (Ibrahim, 2023). By aligning with socially responsible causes, brands can stand out in competitive markets, build consumer trust, and increase loyalty. The research examines various campaign elements, such as charitable donations, community engagement, and sustainable messaging, to determine their impact on brand differentiation. It also explores the balance between commercial objectives and social responsibility, and the potential risks of perceived exploitation. Combining quantitative surveys and qualitative interviews, the study aims to identify best practices that enable brands to successfully leverage cause-related marketing to distinguish themselves in the marketplace (Okoro, 2023; Adeniyi, 2024).
Statement of the problem
Although cause-related marketing can enhance brand differentiation, many non-profit campaigns in Kano face challenges in effectively communicating their cause in a way that resonates with consumers. Inconsistencies in messaging, lack of authenticity, and misalignment between the cause and the brand can reduce the impact of these campaigns. This study addresses the need to compare different cause-related marketing approaches to determine which strategies most effectively enhance brand differentiation and foster a competitive edge (Ibrahim, 2023; Okoro, 2023).
Objectives of the Study
To compare different cause-related marketing strategies used in non-profit campaigns.
To evaluate their impact on brand differentiation.
To propose recommendations for optimizing cause-related marketing.
Research Questions
How do cause-related marketing strategies influence brand differentiation in a non-profit campaign in Kano?
What factors contribute to the success of cause-related marketing in enhancing brand identity?
How can brands optimize their cause-related marketing efforts?
Significance of the study
This study is significant as it offers comparative insights into how cause-related marketing strategies can enhance brand differentiation. The findings will help non-profit campaigns in Kano to design more impactful marketing initiatives that distinguish their brand and build consumer loyalty. The research contributes to the understanding of cause-related marketing and its role in competitive positioning (Adeniyi, 2024).
Scope and limitations of the study
The study is limited to a non-profit campaign in Kano, Nigeria, focusing exclusively on cause-related marketing strategies and their impact on brand differentiation.
Definitions of terms
Cause-Related Marketing: Marketing that connects a brand with a social or environmental cause.
Brand Differentiation: The process of distinguishing a brand from its competitors in the eyes of consumers.
Non-Profit Campaign: A marketing initiative designed to promote a social or environmental cause without commercial profit as the primary objective.
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