| Author: | Barone, M. |
| Title: | The influence of cause-related marketing on consumer choice: does one good turn deserve another? |
| Journal: | Journal of the Academy of Marketing Science
2000 : SPRING, VOL. 28:2, p. 248-262 |
| Index terms: | MARKETING CONSUMERS ECONOMICS |
| Language: | eng |
| Abstract: | Are consumers more likely to select brands offered by companies that engage in cause-related marketing (CRM)? Somewhat surprisingly, little evidence exists that directly addresses this issue. Accordingly, the present examination investigates whether and when CRM efforts influence consumer choice. The results from several studies indicate that information regarding a company's support of social causes can affect choice. |
SCIMA