Identification with a Socially Responsible Apparel Company: Role of Cause-Related Marketing
Strategy in Building Brand Loyalty
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
This site provides free, public access to the ITAA annual conference proceedings beginning in 2015. Previous proceedings can be found by following the "Additional ITAA Proceedings" link on the left sidebar of this page.
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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).