Un modelo de marketing con causa (cause-related) para el sistema bancario de Irán: un enfoque fenomenológico
| Autor | Ali Valipour, Mahmoud noraei, Kamyar Kavosh |
| Cargo | Department of Management, Abhar Branch, Islamic Azad University, Abhar, Iran/Department of Management, Abhar Branch, Islamic Azad University, Abhar, Iran/Department of Management, Abhar Branch, Islamic Azad University, Abhar, Iran |
| Páginas | 113-136 |
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AD-MINISTER
ABSTRACT
Despite almost four decades of introducing the Cause-Related Marketing (CRM) concept into business
and marketing literature, there is still no general agreement as to the definition, content, and scope of
marketing, in particular, in countries such as Iran. In this regard, while this article will examine and present
the conceptual framework of this issue during the period of creation, it aims to achieve a conceptual
model for Cause-Related Marketing in the banking system of Iran. For this reason, the concept of Cause-
Related Marketing is analyzed in terms of its origin and evolution, content and scope, and various well-
known definitions. The first part reviews the subject literature and integrates the findings of previous
researchers. The second section was done by the phenomenological method and through a detailed
interview with banking system experts. The study population was senior managers of Keshavarzi Bank,
and the strategy of sampling was non-random, available, and utilized theoretical sampling methods. In
this regard, 16 senior managers of the Agricultural Bank of Iran were selected as the statistical sample
for data collection. Qualitative data were analyzed using open and axial coding using the MaxQDA12pro
software. Findings separate the concept of Cause-Related Marketing from other related or similar terms
and describe various types of Cause-Related Marketing campaigns. Finally, the phenomenological method
was used to examine and provide the dimensions and components of Cause-Related Marketing in the
banking system of Iran. Analyzing the results of the interviews shows that Cause-Related Marketing in
the banking system has direct (management, economic, and characteristics of the causal activities) and
indirect (social, scientific, cultural, religious, and geographical components) dimensions.
KEYWORDS
Cause-Related Marketing, social responsibility, banking system, humanitarian activities, win-win
concept, non-profit organizations
A CAUSE-RELATED MARKETING MODEL FOR THE IRANIAN
BANKING SYSTEM: A PHENOMENOLOGICAL APPROACH
Un modelo de marketing con causa
(cause-related)
para el sistema bancario de Irán:
un enfoque fenomenológico
ALI VALIPOUR
MAHMOUD NORAEI
KAMYAR KAVOSH
JEL CODES: M, M, G, G
Received: 30/05/2019
Modified: 05/05/2020
Accepted: 26/05/2020
DOI: https://doi.org/10.17230/
Ad-minister.36.6
1 Department of Management, Abhar Branch, Islamic Azad University, Abhar, Iran
(Adress: No. 247, Corner of Patrice Lumumba Street, Jalal-e-Ale-Ahmad highway, Tehran, Iran, Postal
code: 94316-14459, Email: a.v.2330893@gmail.com), ORCID: https://orcid.org/0000-0002-1488-1035
Last degree: M.A
2 Department of Management, Abhar Branch, Islamic Azad University, Abhar, Iran
(Adress: Faculty of Management, Complex of Islamic Azad University, Abhar Branch, Road of
Abhar-Khorram Transit Valley 4th km, Zanjan Province, Iran, Postal code: 45619-34367, Email:
mahmoudnoraei9696@yahoo.com), ORCID: https://orcid.org/0000-0002-9449-4528
Last degree: PhD in Management
3 Department of Management, Abhar Branch, Islamic Azad University, Abhar, Iran
(Adress: Faculty of Management, Complex of Islamic Azad University, Abhar Branch, Road of Abhar-
Khorram Transit Valley 4th km, Zanjan Province, Iran, Postal code: 45619-34367, Email: kamyarkavosh68@
gmail.com), ORCID: https://orcid.org/0000-0002-5268-2942
Last degree: PhD in Management
AD-minister Nº. 36 enero - junio 2020 pp. 113 - 136 · ISSN 1692-0279 · eISSN 2256-4322
114
AD-MINISTER
Ali Valipour · Mahmoud Noraei · Kamyar Kavosh
A cause-related marketing model for the iranian banking system: a phenomenological approach
RESUMEN
A pesar de que el concepto de marketing con causa (Cause-Related Marketing) lleva cuatro décadas cursando
en la literatura académica de los negocios y del marketing, aún no hay un acuerdo general respecto a la
definición, el contenido y el alcance del marketing, particularmente en países como Irán. A este respecto,
aunque este artículo examinará y presentará el marco conceptual de esta temática durante su periodo de
desarroll inicial, lo que pretende es obtener un modelo conceptual para el marketing con causa en el sistema
bancario de Irán. De esta manera, el concepto de marketing con causa será analizado respecto a su origen,
evolución, contenido y alcance, así como respecto a varias definiciones bien conocidas. En la primera parte
se hace una reseña de la literatura pertinente sobre el tema y se integran los hallazgos de los investigadores
precedentes. La segunda sección se elaboró mediante el método fenomenológico y entrevistas detalladas con
varios expertos en el sistema bancario. La población de este estudio la constituyen gerentes senior del Banco
Keshavarzi y la estrategia de muestro fue no aleatoria, por conveniencia, en la que se utilizaron métodos de
muestreo teóricos. A este respecto fueron seleccionados 16 gerentes senior del Banco Agrícola de Irán como
muestra estadística para la recolección de datos. Los datos cualitativos se analizaron mediante el software
MaxQDA12pro usando codificación abierta y axial. En los resultados se hace una separación del concepto de
marketing con causa de otros términos similares o relacionados, y se hace una descripción de varios tipos de
campañas de marketing con causa. Finalmente, se usó el método fenomenológico para proveer y asignar las
dimensiones y componentes del marketing con causa en el sistema bancario de Irán. El análisis de los resultados
de las entrevistas muestra que el marketing con causa en el sistema bancario tiene dimensiones directas (en
la dirección, en la economía y en las características de las actividades causales) e indirectas (componentes
sociales, científicos, culturales, religiosos y geográficos).
PALABRAS CLAVE
Marketing con causa, responsabilidad social, sistema bancario, actividades humanitarias, estrategia de ganar-
ganar, organizaciones sin ánimo de lucro.
INTRODUCTION
In today’s environment, customers are not satisfied with merely receiving a product or
service (Ebrahimi et al., 2018a; Ebrahimi et al., 2018b; Ebrahimi et al., 2020; Khajeheian
and Ebrahimi, 2020). Customers are susceptible to dierent advertisements in social
media (Ebrahimi et al., 2019a; Arbatani et al., 2019). They expect value that goes
beyond quality and is within the scope of social responsibility (Ferrell et al., 2019).
Customers are currently moving towards organizations that fulfill this responsibility.
When the quality and price of products or services are similar, most customers prefer
to purchase from organizations that support a social cause (Anghel et al., 2011).
Nowadays, corporate social responsibility has become an important part of
corporate public relations activities, and is a competitive parameter for organizations
(Bavik, 2019), since quality and price are not always enough to purchase a desired
service or product by customers. Thus, organizations are often trying to find new
ways to dierentiate their products and services (Lucke & Heinze, 2015). In recent
years, Cause-Related Marketing (CRM), as a part of corporate social responsibility,
has been increasingly used by companies that are active in the market (Tikoo et
al., 2016). CRM plays a major role in corporate marketing strategies (Vyravene
& Rabbanee, 2016). With increasing pressure on companies to have more social
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