Consume for the Cure
Date of Award
2005
Document Type
Thesis
Degree Name
Bachelors
Department
Social Sciences
First Advisor
Rosel, Natalie
Keywords
Breast Cancer, Cancer, Marketing Women, Cause Marketing, Cause-Related Marketing, Corporate Giving, Donations
Area of Concentration
Social Sciences
Abstract
This thesis evaluates the benefits and drawbacks of cause-related marketing (CRM) for charities, using a breast cancer charity as a case study. In a CRM campaign, a for-profit company promises to make a donation to a charity if consumers buy the company's product. CRM is a hotly debated technique; many are concerned that it may negatively impact the charities involved, either through some aspect of the relationship with CRM partner companies, or by damaging the relationship with consumers. This thesis evaluates the issues discussed in popular and academic publications, utilizing a case-study as a concrete example, and it raises an issue that has not been brought up previously in the literature: that CRM may have adverse effects on those who are supposed to benefit from the charities involved. The Susan G. Komen Breast Cancer Foundation was chosen as a case study because breast cancer causes are heavily marketed and Komen is a leader in CRM. In this case the beneficiaries are breast cancer survivors and women in general, who benefit from research, education, and early screening funded by the Komen Foundation. Eleven women, six breast cancer survivors and five women who have never been diagnosed with breast cancer, were interviewed about their breast cancer experiences and their reactions to marketing campaigns. This research explores how CRM affects women's consumption, donation, and health behaviors, and their attitudes towards the Komen Foundation and breast cancer, providing a basis for future investigation.
Recommended Citation
West, Kate Loeffler, "Consume for the Cure" (2005). Theses & ETDs. 3599.
https://digitalcommons.ncf.edu/theses_etds/3599
Rights
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