Marketing Communications Role in Shaping Consumer Awareness of Cause-Related Marketing Campaigns

Abstract

Cause-related Marketing (C-RM) has received an increasing interest worldwide due to its positive impacts on companies’ revenues and reputation. This study investigates the role of marketing communications in shaping consumer awareness of C-RM campaigns. A sample of 397 subscribers who use the services of three mobile service provider in Jordan was used to examine the relationships between consumer awareness of C-RM on the one hand and advertising, public relation, and direct digital marketing on the other. The results indicated that the dominant factor was public relation, including event sponsorships. Additional information about methodology, results and implications are discussed.