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Publication Date

2024

Abstract

Cause Related Marketing is an impactful marketing strategy for companies concerned about improving or maintaining their company image. This study examines the effect of cause related marketing participation Black Lives Matter movement and demographics of supporters on company image. Questionnaires from 106 respondents were collected, analyzed, and results presented. The paper reviews cause related marketing, the Black Lives Matter movement, and company image. In addition, demographic characteristics are investigated for respondent perspectives on company image. Our research indicates that there is a positive and significant relationship between cause related marketing participation in the Black Lives Matter movement on company image. Also, we show support for demographics impacting views on company image when companies affiliate with BLM. Demographically, younger, lower income, African American and Hispanics are most likely to positively view companies that practice participate in Cause Related Marketing activities with the Black Lives Matter movement.

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