Identification with a Socially Responsible Apparel Company: Role of Cause-Related Marketing
Strategy in Building Brand Loyalty
Corporate social responsibility (CSR) includes actions that further the interests of society as a whole and extend beyond the interests of the firm. As one type of CSR, cause-related marketing (CRM) brings several benefits to companies such as enhancing consumer’s attitudes towards a brand and increasing customer’s purchase intent. Consumers can also benefit as they fulfill self-definitional needs by linking their identity with a brand that engages in a CRM strategy (Curra´s-Pe´rez, Bigne´-Alcan˜iz, & Alvarado-Herrera, 2009).