Large steps toward small donations: reputational benefits of nominal corporate generosityCause marketing campaigns often highlight two attributes: the percent-of-proceeds from each purchase to be donated, and the maximum amount the company will donate....
The effect of fit and dominance in cause marketing communicationsConsumer processing of cause marketing communications featuring a brand and a cause is investigated in the context of the communication format (perceived fit and dominance) on consumer attitudes and...
1 cause marketing: spillover effects of cause-related products in a product portfolio... We also explore competitive equilibria that would exist in a market with firms having the option to use cause marketing....
The growth of cause marketing: past, current, and future trendsWhen American Express launched a campaign in 1984, pledging to donate a penny to the Statue of Liberty restoration project for each cardmember transaction, the promise of cause marketing caught the attention of both nonprofits with fundraising needs, as well as marketers seeking to enhance corporate image while maximizing sales and profits....
