Choice of cause in cause-related marketing

By:

ROBINSON, STEFANIE ROSEN

Contributor(s):

IRMAK, CAGLAR

Material type:

Mixed materialsPublication details: 2012Description: 125-139Subject(s):

NLM classification:

658.8

In: JOURNAL OF MARKETINGMSummary: 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.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		76/4	Available		P14466

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.

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