A Study on the Effect of Cause-Related Marketing on the Attitude Towards the Brand: The Case of Pepsi in Spain

SUMMARY

CRM is an effective tool for differentiating brands and for obtaining emotional positioning among consumers. However, an utilitarian use of this tool might be counteractive. This research aims to better understand the effect of CRM on attitude towards the brand. For this purpose, Pepsi's CRM campaigns in Spain have been analyzed. Results show that, unexpectedly, CRM campaigns might lead to adverse effects as a result of the mercantilist abuse of the concept of solidarity.