Cause-Related Marketing and Celebrity Endorsements

Paper Summary:

This paper compares cause-related marketing and the use of celebrity endorsements in promoting products. The paper discusses how both methods strategically tie symbolism to the point of purchase to the extent that the purchase holds deeper meaning than simply satisfying personal needs. The paper then looks at and compares the history and development of each method.

Table of Contents:
Abstract
Comparative Histories
Relevancy of Cause-Related Marketing
Strengths of Cause-Related Marketing
Weaknesses of Cause-Related Marketing
Relevancy of the Use of Celebrity Endorsements
Strengths of Celebrity Endorsements
Weaknesses in the Use of Celebrity Endorsements
A Comparative Review of Current Trends
Conclusion

From the Paper:

"Celebrity endorsements personalize products for consumers and assist them in establishing whether a product has value or not. Typically celebrities are trusted as long as their image matches the desired brand image. Celebrities are increasingly interested in cause-related marketing approaches and are investing in supporting particular causes as a means of giving back to society. The future of marketing will continue to focus on meeting the needs of consumers. If consumers demand corporate support for social and emotional causes, and there is potential for profit growth, corporations will continue to accommodate this trend."

Sample of Sources Used:

• Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. Journal of Marketing, 59(3), 56-63.
• Behr, A., & Beeler-Norrholm, A. (2006). Fame, fortune, and the occasional branding misstep: When good celebrities go bad. Intellectual Property and Technology Law Journal, 18(11), 6-13.
• Bourdeau, A. (2005). Good cause and effect. Strategy, 16(4), p.8
• Cox, P. L. (2004). Charles Lindbergh and Mobiloil: The new model for modern celebrity endorsement. Journalism History, 30(2), 98-107.
• Cui, Y., Trent, E. S., Sullivan, P. M., & Matiru, G. N. (2003). Cause-related marketing: How generation Y responds. International Journal of Retail and Distribution Management, 31(7), 310-321.

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