Cause-Related Marketing: A Past and Future Review Using SPAR-4 SLR Guidelines and TCCM Framework

Cause-related marketing (CRM) has become increasingly popular as a strategy for increasing the value of a company by promoting profit-driven charitable contributions. While the notion of CRM has been the topic of much study, only a small number of studies have done thorough literature reviews. Consequently, this study integrates SPAR 4 SLR (Scientific Procedures and Rationales for Systematic Literature Reviews) guidelines with the TCCM (Theory–Context–Characteristics–Methodology) framework in the domain of CRM to answer the 3W1H (What, Where, When, and How) research question. Through the application of the TCCM review framework, this study offers a thorough analysis of the many theories, contexts (such as industries and nations), characteristics (such as antecedents related to consumers, campaigns, companies, causes, and products), mediators, moderators, and outcomes, and methodologies (such as research design and data analysis techniques) that were applied in CRM research between 1988 and 2024. Findings indicate that Social Identity Theory and Attribution Theory are the most frequently applied, while trust, altruism, and brand-cause fit emerge as dominant antecedents. Brand attitude and purchase intention are the most commonly reported outcomes, while trust and donation framing frequently examined as mediating and moderating variables respectively. CRM research is largely concentrated in the U.S. and India and is predominantly quantitative in nature, with SEM and ANOVA as the leading analytical techniques. This review offers an integrated understanding of CRM’s conceptual development and methodological trends and proposes a future research agenda targeting underexplored theories, qualitative approaches, and context-specific applications. The findings offer practical insights for academics, marketers, and policymakers seeking to design evidence-based CRM strategies.