What is Cause-Related Marketing

The chapter aims at synthetizing past research on CSR into the new meaning of CR by investigating if CR is being pursued through an integrated approach with branding by the six major banking corporates in Italy and the UK. In particular, differences and similarities in the extent of implementation are addressed. The research adopts a qualitative approach based on case study development and data analysis according to a CR framework that allowed data extrapolation and systematization, which the authors have designed in accordance with theories of integrated CR. The findings reveal that the extent of integration between CR and branding varies depending on cultural contexts and consumers' perceptions. Most of the sample is undertaking CR policies and programmes with the intent of driving the whole company towards the execution of an integrated strategy, but the UK sample shows the higher extent of integration. The study favours the emerging of best practices for CR integration among banking players and can be adapted to further geographical areas.