References

• 1991The theory of planned behavior90,729 cited
• 1988Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy1,892 cited
• 2000The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?952 cited
• 2007Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing866 cited
• 1989The Role of Attitude Accessibility in the Attitude-to-Behavior Process611 cited
• 2007Cause-Related Marketing (CRM): The Influence of Donation Proximity and Message-Framing Cues on the Less-Involved Consumer501 cited
• 2002The role of brand/cause fit in the effectiveness of cause-related marketing campaigns500 cited
• 1992Consumer Perceptions of Organizations that Use Cause-Related Marketing460 cited
• 2007Consumer response to retailer use of cause-related marketing: Is more fit better?457 cited
• 2004The impact of the alliance on the partners: A look at cause–brand alliances430 cited
• 2007The relevance of fit in a cause–brand alliance when consumers evaluate corporate credibility366 cited
• 2012Choice of Cause in Cause-Related Marketing340 cited
• 2003Cause‐related marketing: how generation Y responds300 cited
• 2005Best of Breed: When it Comes to Gaining a Market Edge While Supporting a Social Cause, “Corporate Social Marketing” Leads the Pack