An Evolutionary Process Model of Cause‐Related Marketing and Systematic Review of the Empirical Literature

Lafferty, Barbara A.; Lueth, Annika K.; McCafferty, Ryan

doi:10.1002/mar.20930

Cited by 97 publications

(107 citation statements)

References 123 publications

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“…Previous researchers have explained that CR‐M is the “…process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage” (Lafferty, Lueth, & McCafferty, , p. 951). CR‐M emerged in the early 1980s, first as a rough form of campaign promotion that supported a charity or a community in need (Lafferty et al, ). Today, U.S. companies’ spending on CR‐M campaigns exceeds $1.85 billion (Lafferty et al, ).…”

Section: Literature Review and Theoretical Frameworkmentioning

confidence: 99%

A path to altruism: Investigating the effects of brand origin and message explicitness in CR‐M campaigns

Woo

Childs

Kim

2020

Business Ethics: A Eur Rev

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An increasing number of fashion brands are employing cause-related marketing (CR-M) campaigns to promote their social responsibility. However, with growing consumer skepticism about CR-M, it is becoming more difficult than before to encourage consumers' positive responses to these campaigns. Based on construal level theory and rhetorical theory, this study examined the way brand origin (local vs. global), and its interaction with message type (explicit vs. implicit), influence consumers' perceived brand altruism and brand favorability. Two experimental studies were conducted with a total of 574 U.S. consumers. The results of Study 1 indicated that consumers exhibited higher perceived brand altruism and brand favorability toward a local brand's CR-M campaign than a global brand's, showing that psychological distance can influence a CR-M campaign's effectiveness. In addition, the results of Study 2 revealed that an explicit CR-M message was more effective for global brands, while an implicit message was more effective for local brands, and perceived brand altruism mediated both effects. This suggests the importance of framing messages according to brand origin to maximize CR-M campaigns' ability to achieve their goals effectively, in which perceived brand altruism plays a key role. The study's implications and limitations are discussed.

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Section: Literature Review and Theoretical Frameworkmentioning

confidence: 99%

A path to altruism: Investigating the effects of brand origin and message explicitness in CR‐M campaigns

Woo

Childs

Kim

2020

Business Ethics: A Eur Rev

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“…Introduction Cause-related marketing (CRM) virtuously activates relationships between non-profit organizations, companies and consumers in support of socially desirable goals (Kotler, et al, 2012;Lafferty et al, 2016). In the past 10 years, CRM has become the fastest-growing category of sponsorships in US and European markets (IEG, 2015).…”

Section: High-fit Charitable Initiatives Increase Hedonic Consumptionmentioning

confidence: 99%

High-fit charitable initiatives increase hedonic consumption through guilt reduction

Baghi

Antonetti

2017

EJM

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Purpose: Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives are more effective when linked with hedonic than utilitarian products. Little is known, however, about the process underpinning this effect. This study investigates why and under what circumstances CRM enhances the appeal of hedonic products by testing the mediation of guilt and introducing the moderating role of cause-product fit.\ud Design/methodology/approach: The authors test a model of moderated mediation in two studies. Study 1 shows that the effectiveness of combining CRM with hedonic consumption is explained by the mediating role of feelings of guilt. Study 2 demonstrates that this mediation depends on the level of fit or congruency between the cause and the product. \ud Findings: Results suggest that CRM campaigns offer the opportunity to improve the consumption experiences of hedonic products by reducing the feelings of guilt intrinsically connected with these options. Moreover, fit moderates the emotional processes activated by CRM initiatives. When fit is high, CRM reduces guilt and improves consumers’ experiences when purchasing hedonic alternatives.\ud Originality/value: The study extends current understanding of how CRM can promote hedonic consumption and contributes further to research on guilt as an emotion able to promote responsible consumption decisions. Moreover, the study introduces and tests the impact of cause-product fit in predicting consumers’ ethical purchase intention. For managers of hedonic brands, the study offers important implications on how to deploy CRM campaigns in order to foster better customer experiences

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“…Three records were excluded at full-text screening because they focused on organizational behavior (Gautier and Pache 2015;Lafferty, Lueth, and McCafferty 2016;Zasuwa 2017); two described prosocial behavior without financial donation as an outcome (Nagel and Waldmann 2016; Villegas de Posada and Vargas-Trujillo 2015); and one was not a systematic review (Weyant 1996). Two of the included reviews (Bolkan and Rains 2017;Rand et al 2016) presented meta-analyses on two distinct sets of studies, which were extracted separately.…”

Section: Resultsmentioning

confidence: 99%

What works to increase charitable donations? A meta-review with meta-meta-analysis

Noetel¹,

Slattery²,

Saeri³

et al. 2020

Preprint

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Purpose. How can charities best increase the donations to their causes? This study aims to answer this question by synthesizing review-level evidence for increasing charitable giving.Methodology. This paper is an umbrella review of systematic reviews on interventions that influence financial donations to non-profits.Findings. We found 14 meta-analyses (combined N = 1,510,966) covering nine factors influencing charitable giving. Three factors increased donations: tax deductibility, encouraging women to make intuitive judgements, and legitimizing paltry contributions. Two factors reduced donations: compassion fade and larger starting amounts of money. Four factors did not influence donations: ‘door-in-the-face’, prosocial media, government crowding out/in, and artificial surveillance cues. Most reviews focused on contrived experiments measuring one-off donations, such as dictator games. None met all best-practice guidelines for systematic reviews.Practical implications. To increase donations, charities could promote the tax deductibility of the donation, the effects of even small contributions, and highlight the impact of the donation. Systematic reviews allow for more robust conclusions, but many recent reviews of philanthropy marketing neglect best-practice and focus on topics of limited applied utility.

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An Evolutionary Process Model of Cause‐Related Marketing and Systematic Review of the Empirical Literature

Cited by 97 publications

References 123 publications

A path to altruism: Investigating the effects of brand origin and message explicitness in CR‐M campaigns

A path to altruism: Investigating the effects of brand origin and message explicitness in CR‐M campaigns

High-fit charitable initiatives increase hedonic consumption through guilt reduction

What works to increase charitable donations? A meta-review with meta-meta-analysis

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