Cause Marketing for Sustainable Innovation in Branding: A Bibliometric Study

DOI

10.2991/978-94-6463-948-3_46How to use a DOI?

Keywords

Brand Building; Brand Equity; Cause Relate Marketing; Bibliometric Analysis; Consumer Behavior

Abstract

An examination of the connection between CRM and brand development is the overarching goal of this study. The goal is to identify developments, gaps, and contributions in this field by reviewing the literature from 2001 to 2023. This research makes use of bibliometric methods by reviewing 274 papers in the Scopus database. Data analysis is done using Biblioshiny and VOS viewer software. This allows us to identify patterns in publications, papers with a large number of citations, authors, institutions, and journals that have an impact. The results show where CRM and brand development research are at the moment, with an emphasis on how cause-related marketing influences consumers' opinions and actions. Marketing experts may glean important lessons from the study, which shows how CRM activities are becoming more important in building brand equity. Through the use of bibliometric research, the study provides fresh perspectives on the dynamic connection between CRM and brand expansion. Highlighting research output, most important authors and sources, trend subjects, authors' partnerships, and keyword co-occurrence, the analysis highlights noteworthy patterns in the literature. The results have real-world consequences for marketers since they show how to use customer relationship management campaigns to boost brand equity and influence customer behavior.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Payal Sanan
AU  - Radhakrishna Batule
AU  - Tarun Madan Kanade
PY  - 2026
DA  - 2026/01/06
TI  - Cause Marketing for Sustainable Innovation in Branding: A Bibliometric Study
BT  - Proceedings of the International Conference on Sustainable Innovation with Artificial Intelligence and Machine Learning 2025 (ICSIAIML 2025)
PB  - Atlantis Press
SP  - 665
EP  - 680
SN  - 1951-6851
UR  - https://doi.org/10.2991/978-94-6463-948-3_46
DO  - 10.2991/978-94-6463-948-3_46
ID  - Sanan2026
ER  -