Whether it was diapers for vaccines, clothes for refugees, or giving children a breakfast, the last 12 months has seen a surge in cause-related marketing initiatives. Some have been global causes that have been localised to the Gulf, while others have been developed specifically for the region.
Spurred by consumer demand for companies to engage in corporate social responsibility initiatives, cause-related marketing, in which fundraising for a cause is tied to purchase of a firm’s products, has become popular in recent years. However, marketers face significant challenges in designing cause-related marketing campaigns that appeal to the Gulf’s consumers. The first is the questi
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