Consumer perceptions of organizations that use cause-related marketing

A Journey of Cause Related Marketing from 1988 to 2016

“…Many studies have focused on factors that frame positive outlook towards the product in consumer mindset, which result in favorable behavioral output. (Ross, Patterson, & Stutts, 1992) Consumers accept CrM to be a good way to support causes and they develop a favorable attitude towards both sponsoring and nonprofit organization. (Mizerski, Mizerski, & Sadler, 2002) The amount of donation mentioned in the CrM ads do not influence customers purchase intention and the cause supported is not required to be associated with the sponsoring organization.…”

Should Charity Begin at Home? An Empirical Investigation of Consumers’ Responses to Companies’ Varying Geographic Allocations of Donation Budgets

“…Also, research in related fields, such as that on consumer reactions to cause-related marketing (CRM) activities with varying geographical scopes, offers no conclusive evidence: past research in this area has generated mixed results, with some contributions pointing to consumers' preference for a local scope of causes (Ross et al 1990;Grau and Folse 2007;Hou et al 2008;Vanhamme et al 2012), some finding insignificant results (Ross et al 1992), and some even pointing to consumers' preference for a national over a regional scope (Cui et al 2003).…”

Linking cause assessment, corporate philanthropy, and corporate reputation

“…This result is interesting, especially in light of the so far contradicting outcomes in the literature (see, e.g., Ross et al 1992;Grau and Folse 2007;Rampal and Bawa 2008).…”