Cause-Related Marketing as a Tool for the Formation Consumer’s Brand Loyalty

This research is devoted to the study of the subject of cause-related marketing as a tool to build consumer loyalty to the brand. To date, the formation of consumer loyalty is the main goal that companies set themselves around the world, because this factor provides the company with competitiveness, which, in turn, is an integral part of the existence and further development of the company's business. Cause-Related marketing (CRM) - is a relatively young tool of strategic positioning and marketing that connects a commercial organization with some social event, phenomenon or its aspect, and leads to mutual benefit of the parties. Consumers are direct participants in this interaction. They participate through the purchase of a product / service of a certain brand, some of the proceeds from the sale of which goes to the solution of the indicated socially significant problem. The purpose of this study is to identify the main factors that affect the effectiveness of cause-related marketing as a tool to build loyalty. To achieve it, the following tasks were set: to study the main approaches to the implementation of the CRM; Identify the main characteristics of the CRM campaign, which consumers pay attention to; Identify drivers that form customer loyalty; consider the self-identification of the consumer with the brand and with the cause. The empirical part of the study consists of an online survey that was conducted on the Survey Monkey site. The data obtained were statistically analyzed.