Applying Cause-Related Marketing to Prevent Domestic Violence Against Women

Preventing domestic violence against women requires implementing efficient techniques, including effective advertising campaigns. Cause–Related Marketing (CRM), as the basis for allocating part of the financial resources of businesses to good deeds, was invented in the United States in 1983. Besides, CRM has been considered in Iran since 2005; it has currently been addressed in governmentschr('39') programs to prevent social harm. Due to the importance of attracting individuals’ attention and promoting brand image, businesses have become interested in this method of marketing and campaigning in the field of human social issues. The current study aimed to qualitatively analyze the research conducted in the field of CRM to identify its main incentives for combating domestic violence against women.

The present study was mixed research based on an interpretive paradigm and it was developmental research conducted as a library and field study. Accordingly, we conducted a systematic review. For this purpose, we searched the keywords "cause–related marketing" and "supportive marketing" in reputable scientific domestic databases, including SID, Civilica, Magiran, Element, and IranDoc from 2005 to 2018. Of the 182 articles published in Iranian scientific journals, 32 papers met the inclusion criteria of the research. Furthermore, by carefully studying them, CRM incentives were extracted and screened. In this research, using the meta–synthesis method, according to the seven–step model of Sandlowski and Barroso, 59 codes were obtained through coding with Maxqda software. Using Cohenchr('39')s Kappa coefficient, the reliability of the research was established and its validity was approved through the triangulation method. Codes from a comprehensive review of articles were presented as the main incentives of CRM in the form of a practical model for combating domestic violence against women. Then, employing the fuzzy Delphi technique, these incentives were adapted to domestic violence programs against women. Besides, through interpretive structural modeling, using MicMac software, and by conducting interviews with experts, these incentives were prioritized.

The success of home violence prevention campaigns requires the strengthening of the cognitive and behavioral responses of the individuals exposed to the campaign. The individualschr('39') responses are influenced by variables, such as the characteristics of the advertising campaign, the individualschr('39') perception of the campaign managerchr('39')s responsibility, trust and attitude toward advertising, the individualschr('39') psychological and demographic characteristics, and the appropriateness of the advertising campaign to societychr('39')s culture and norms. The individualchr('39')s sense of benevolence and moral judgment also plays a mediating role in this respect.

To prevent domestic violence against women, businesses’ cooperation could be used in the form of CRM programs. The development and implementation of advertising campaigns to prevent domestic violence could improve individuals’ behavior; subsequently, it could improve the reputation of businesses and enhance their brand value in individuals. Governments could also address the significant potential of this novel approach to developing more effective social harm prevention programs.