References

• 1988Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy1,892 cited
• 1998Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell1,219 cited
• 2010Consumer Behavior: Building Marketing Strategy1,131 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
• 2006Achieving Marketing Objectives through Social Sponsorships799 cited
• 1997Consumer Behavior: Building Marketing Strategy654 cited
• 1992Consumer Perceptions of Organizations that Use Cause-Related Marketing460 cited
• 2009Alliance partners and firm performance: resource complementarity and status association395 cited
• 2012Choice of Cause in Cause-Related Marketing340 cited
• 1991Preferences for separating or combining events.331 cited
• 1999Brand Endorsement, Popularity, and Event Sponsorship as Advertising Cues Affecting Consumer Pre-Purchase Attitudes317 cited
• 2012Cause-related marketing: who cares wins252 cited
• 2005Cause-related marketing: More buck than bang?208 cited