Presenting a Model of the Success Factors of Cause-Related Marketing in Iran

The presence of companies and organizations in charitable activities is a necessity. Otherwise, customers in the third millennium will be reluctant to prolong the life of such companies. Increasing the attention of the community and companies to cause-related marketing has led to conducting more scientific research in this field. The purpose of this research was to design a model of the success factors of cause-related marketing in Iran. This study was a qualitative research performed in two stages. First, the success factors of cause-related marketing were identified and interpreted by reviewing theoretical foundations and previous studies through qualitative content analysis. Then, to confirm and validate the identified factors, they were presented to 20 marketing experts. The results showed that the success factors of cause-related marketing in Iran had the following dimensions: product considerations, including the components of product innovation, product quality, and product nature; advertising considerations, including the components of the presence of celebrities, various tools, verbal advertising, and quantity and quality of advertising; customer considerations, including the elements of loyalty, customer income, prior experience, motivation and willingness, customer perception of company ethics, belief, and vision; financial considerations, including the components of financial contribution of the organization, type and method of assistance, and degree of customer’s financial assistance; strategic considerations, including the elements of transparency, duration and frequency of repetition of programs, creativity in programs, and fitness of programs; and public considerations, including the elements of company’s credit, cooperation with charities, and Charity Topic.