Choice of cause in cause-related marketing
ROBINSON, STEFANIE ROSEN
Choice of cause in cause-related marketing - 2012 - 125-139
Spurred by the consumer demand for companies to be socially responsible, cause related marketing, in which fund raising for a cause is tied to purchase of a firm's products, has become popular in recent years. The authors demonstrate the conditions in which cause related marketing campaigns that allow consumers to choose the cause that receives the donation lead to greater consumer support than those in which the company determines the cause.
CAUSE RELATED MARKETING CONSUMER CHOICE
658.8
Choice of cause in cause-related marketing - 2012 - 125-139
Spurred by the consumer demand for companies to be socially responsible, cause related marketing, in which fund raising for a cause is tied to purchase of a firm's products, has become popular in recent years. The authors demonstrate the conditions in which cause related marketing campaigns that allow consumers to choose the cause that receives the donation lead to greater consumer support than those in which the company determines the cause.
CAUSE RELATED MARKETING CONSUMER CHOICE
658.8