NPOs MANAGERS’ INTENTION TO FORM CAUSE RELATED MARKETING ALLIANCES IN THE DR CONGO
Wenze Mudiandambu Fabrice
Ph.D. Student, Huazhong University of Science and Technology
Cause related marketing (CRM) alliance has been investigated in most advanced coun-tries. Large part of the literature is consumer-oriented, with a few related to for-profit organizations (FPOs) perspectives and very little is known about non-profit organiza-tions (NPOs) managers’ attitudes and intentions about forming CRM alliance, espe-cially in developing countries such as the DR Congo. Using semi- structured elite in-terviews with ten (10) well-known NPOs managers; this study assessed their attitudes and intentions toward forming CRM alliance. Results demonstrate that although NPOs’ managers favorable attitude toward CRM practice, their intention toward forming CRM alliance still ambivalent. Larger NPOs managers showed reluctance in comparison with small NPOs receiving fund only from the local government and do-nors. Company ethical behavior, company product/service, company image and repu-tation, duration of alliance and the campaign, donation proportion, NPOs control over the sales and legal framework were the most mentioned concerns before forming such alliance. Another concern was international partners’ perception of such alliance con-sidering Congolese firms unethical behaviors, mainly for the NPOs receiving funding from international partners.
Keywords: CRM alliance, NPOs managers, attitude, intention, DR Congo