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Cause-related marketing: An experimental study about how the product type and the perceived fit may influence the consumer response

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References

1997The Company and the Product: Corporate Associations and Consumer Product Responses4,189 cited
1990Consumer Evaluations of Brand Extensions3,266 cited
2005The impact of perceived corporate social responsibility on consumer behavior2,063 cited
1988Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy1,892 cited
2006Building Corporate Associations: Consumer Attributions for Corporate Socially Responsible Programs1,593 cited
1998Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell1,219 cited
1998Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes1,131 cited
2000Determinants of Sports Sponsorship Response1,015 cited
2004CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive972 cited
2000The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?952 cited
2002Building Brand Equity through Corporate Societal Marketing944 cited
2007Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing866 cited
2002Earning the Right to Indulge: Effort as a Determinant of Customer Preferences toward Frequency Program Rewards835 cited

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2000Charitable programs and the retailer: do they mix?809 cited

2006Achieving Marketing Objectives through Social Sponsorships799 cited

1996Company Advertising with a Social Dimension: The Role of Noneconomic Criteria689 cited

Cited by

2020Human-like versus me-like brands in corporate social responsibility: the effectiveness of brand anthropomorphism on social perceptions and buying pleasure of brands38 cited
2019Cause-related marketing strategy types: assessing their relative effectiveness36 cited
2020A Systematic Review of Experimental Studies Investigating the Effect of Cause-Related Marketing on Consumer Purchase Intention34 cited
2022The influence of cause-related marketing campaign structural elements on consumers’ cognitive and affective attitudes and purchase intention34 cited
2023The effect of cause-related marketing on the green consumption attitude–behaviour gap in the cosmetics industry34 cited
2019Cause-related marketing: an exploration of new avenues through conjoint analysis30 cited
2019When a stigmatized brand is doing good30 cited
2020Cause-related marketing: scepticism and warm glow as impacts of donation size on purchase intention27 cited
2017Cause‐Related Marketing Persuasion Knowledge: Measuring Consumers' Knowledge and Ability to Interpret CrM Promotions24 cited
2020Attribution and Effectiveness of Cause-Related Marketing: The Interplay between Cause–Brand Fit and Corporate Reputation23 cited
2021Does green and sustainable engagement benefit online platforms in supply chains? The role of green and public concern22 cited
2021The importance of fit: a predictive model of cause marketing effects21 cited
2020Measuring the Impact of Cause-Related Marketing: A Meta-Analysis of Nonprofit and For-profit Alliance Campaigns21 cited
2023Factors affecting attitude and purchase intention towards cause-related marketing: a systematic literature review using TCCM approach20 cited
2022The impact of perceived manipulation, motives, and ethicality in cause-related marketing: a CRM+ model18 cited
2023A Donation-With-Purchase at a Restaurant: Perceived Authenticity in a Cause-related Marketing18 cited