A comparative study of cause-related marketing on brand reputation: A case study of a non-profit campaign in Kaduna, Nigeria
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Background of the study
Cause-related marketing (CRM) has emerged as a strategic tool for enhancing brand reputation by aligning business objectives with social causes. In Kaduna, Nigeria, non-profit campaigns have increasingly utilized CRM to foster community trust and brand differentiation. This approach not only benefits social initiatives but also creates a positive brand image by highlighting corporate social responsibility (CSR) (Bello, 2023). With growing consumer awareness, customers are more inclined to support brands that contribute to social causes. However, the effectiveness of CRM in influencing brand reputation remains understudied in the Kaduna context. The interplay between business objectives and social values presents unique challenges, including balancing profit motives with altruistic campaigns and ensuring that the authenticity of the campaign resonates with target audiences (Ogunleye, 2024). Recent studies suggest that when executed effectively, CRM can significantly enhance customer perceptions and trust, leading to improved market performance (Akinola, 2025). This research aims to compare the impact of CRM initiatives on brand reputation by exploring consumer attitudes, perceptions, and the overall influence on brand equity in a non-profit campaign. The study will critically analyze CRM as a dual-benefit strategy, contributing both to societal good and to the enhancement of brand reputation.
Statement of the problem
Despite the increasing adoption of cause-related marketing in Kaduna, there is limited empirical evidence on its effectiveness in enhancing brand reputation. Companies often face challenges in executing CRM initiatives that are perceived as genuine by consumers. A significant problem is the risk of consumer skepticism regarding the motives behind CRM campaigns, which may undermine the intended benefits. Additionally, there is ambiguity in measuring the direct impact of CRM on brand reputation due to varying consumer perceptions and external socio-cultural influences (Adekunle, 2023). These uncertainties create a strategic dilemma for marketers who need to balance social contributions with commercial objectives. The current gap in research necessitates a deeper understanding of the mechanisms through which CRM influences brand reputation, ensuring that non-profit campaigns not only support social causes but also enhance brand equity (Ibrahim, 2024).
Objectives of the Study:
To compare the impact of cause-related marketing on brand reputation in non-profit campaigns.
To evaluate consumer perceptions of CRM initiatives in Kaduna.
To identify factors that influence the effectiveness of CRM on brand equity.
Research Questions:
How does cause-related marketing influence brand reputation in Kaduna?
What are consumers’ perceptions of CRM initiatives in non-profit campaigns?
What key factors determine the success of CRM in enhancing brand equity?
Significance of the study:
This study provides valuable insights into the effectiveness of cause-related marketing in enhancing brand reputation. It assists marketers and non-profit organizations in optimizing campaign strategies and offers practical recommendations for aligning social causes with corporate objectives to build consumer trust and brand equity.
Scope and Limitations of the Study:
This study is limited to analyzing cause-related marketing practices and their impact on brand reputation within a non-profit campaign in Kaduna. It does not cover other regions or industries, and its findings are subject to local cultural influences.
Definitions of Terms:
Cause-Related Marketing (CRM): A strategy where companies align with social causes to enhance brand image.
Brand Reputation: The overall perception of a brand as influenced by its actions and communications.
Non-Profit Campaign: A marketing initiative undertaken by organizations with a focus on social or environmental causes rather than profit.
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