Cause-related marketing: a systematic review of the literature

Abstract Cause-Related Marketing (CRM) is one of the most versatile activities among Corporate Social Responsibility (CSR) initiatives. Though CRM extensively researched, however, only a few authors have performed systematic literature reviews on CRM. Therefore, more are still needed to complete and bring together contributions, advances, different existing research lines. Thus, this paper provides comprehensive overview in from two keywords: “Cause-Related Marketing” “Cause Marketing”, time period ranges 1988 2020. In study, rigorous protocol used synthesizing 344 English articles drawing upon e-journal database searches. These were categorized by time-wise development, country-wise methodological cross-cultural analysis, role journals. This study also carried out Bibliometric Analyses. The review highlights that concept has evolved being considered marketing mix tool (a promotion tool), as CSR initiative, with strategic character. Our findings revealed journals published Geographically, was initiated North America, followed Europe Oceania, Asian Sub-Saharan African countries. From third decade, there collaboration studies use mixed-method (qualitative quantitative studies) approach. Lastly, shows manifest gaps opens avenue for future research.