American International Journal of Research and Innovation

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Cause-Related Marketing and Consumer Perceptions of Corporate Authenticity

Author(s) Chen Lou
Country United States
Abstract Cause-related marketing has become an important strategic approach through which companies connect brand objectives with social and environmental causes. Modern consumers increasingly evaluate organizations not only through product quality and price but also through corporate values, social responsibility, and ethical behaviour. Cause-related marketing initiatives allow companies to support social causes while strengthening consumer relationships and enhancing brand reputation.This study examines the relationship between cause-related marketing and consumer perceptions of corporate authenticity. The research explores how social cause alignment, transparency, brand commitment, consumer trust, and perceived sincerity influence consumer evaluations of corporate authenticity. A conceptual analytical framework supported by simulated observations is developed to evaluate the impact of cause-related marketing strategies on consumer perceptions.
The findings indicate that authentic cause-related marketing initiatives can improve consumer trust, strengthen brand credibility, and enhance positive attitudes toward organizations. However, inconsistent cause alignment, exaggerated social claims, lack of transparency, and concerns regarding corporate motives may negatively influence consumer perceptions. The study highlights that authenticity is a critical factor determining the effectiveness of cause-related marketing strategies.The research contributes to marketing and consumer behaviour literature by explaining how organizations can create meaningful connections between commercial objectives and social responsibility initiatives. The findings provide practical implications for marketers, brand managers, and organizations seeking to develop credible and socially responsible marketing strategies.
Keywords Cause-Related Marketing, Corporate Authenticity, Consumer Perception, Brand Trust, Social Responsibility, Consumer Behaviour, Ethical Marketing
Field Engineering
Published In Volume 2, Issue 4, July-August 2020
Published On 2020-07-19
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