Kristanti, Natalia (2015) Dilema antara kesesuaian produk dengan program cause related marketing dalam membentuk brand image. Jurnal Manajemen: Untuk Ilmu Ekonomi dan Perpustakaan, 1 (1).

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Abstract

When building a Cause Related Marketing program, a company may commit itself in an act that still within its core business or taking it outside their business scope. Within its application, that practice are taken with cautiousness since it may causing a distorsion towards the brand image of the company itself, especially when the customers associate the company with their unrelated Cause Related Marketing practice. Brand image itself is an important aspect while building the company image, since it reflects their trust to the company. Should the customer have a distorted image of the company's brand image, they may becoming disloyal and left the brand. On that ground, a company who runs a Cause Related Marketing will face a dilemma, whether they should stick to their core-business or take the unrelated business while commiting the Cause Related Marketing.

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