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| Author: | Webb, D. J. Mohr, L. A. |
| Title: | A typology of consumer responses to cause-related marketing: From skeptics to socially concerned |
| Journal: | Journal of Public Policy and Marketing
1998 : FALL, VOL. 17:2, p. 226-238 |
| Index terms: | Marketing Consumer behaviour |
| Freeterms: | Cause-related marketing |
| Language: | eng |
| Abstract: | Although cause-related marketing has become increasingly popular, academic researchers have only begun to examine how consumers respond to it. In the study, the authors explore in-depth how consumers feel and think about cause-related marketing. A framework is developed of consumer responses that includes a typology of consumers. In addition, implications for research, business and non-profit marketing, and public policy are discussed. |
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