Building brands through cause-related marketing : Cross-cultural comparative study of Tanzania and Norway

Abstract

Purpose -This study aims to provide an understanding of how the use of cause-related marketing (CRM) as a branding tool can benefit a company when building brands in both emerging and developed markets. By looking at consumers' perception of brands that use CRM in Tanzania and Norway, this study aims to contribute to a greater understanding of how consumers' responses to CRM is affected by culture. Gaining a better understanding of the consumers' responses towards CRM in an emerging and a developed country can provide guidelines for marketers on how to use CRM in these markets. This is done by comparing two countries that represent two different markets -emerging and developed markets.Problem statement -How can cause-related marketing (CRM) be used when building brands in different cultures in emerging and developed markets? Keywords -Cause-related marketing, Branding, Consumer behavior, Tanzania, Norway