... rights only Cause-related marketing Social media Empowerment Consumer participation Cultural power distance Cause marketing For the past several decades, company engagement in donation activities for social causes has seen sustained growth. Charitable giving is part of the mission...

... and authors. The full terms of this license may be seen at http://creativecommons.org/licences/by/4.0/legalcode Corporate responsibility Politics Internet marketing Brands Consumer research Cause marketing Social responsibility Qualitative research Marketing communications Companies...

... Emerald Publishing Limited Licensed re-use rights only Nonprofit Donations Advertising Cause marketing Theory of planned behaviour Elaboration likelihood model To be effective, nonprofit marketing managers must attract new donors and retain old ones by implementing marketing...

...Sridhar Samu; Walter Wymer Purpose – This study aims to investigate the effects of type of message (information/buy), the moderating effects of fit (high/low) and salience (brand vs cause) and the mediating effects of attributions of partner motives in cause marketing advertisements. Design...

..., J. (2006), Cause-Marketing for Nonprofits: Partner for Purpose, Passion, and Profits , Wiley , Hoboken, NJ , p. - . Eikenberry, A.M. (2009), “ Refusing the market ”, Nonprofit and Voluntary Sector Quarterly , Vol. 38 No. 4 , pp. 582...

... ”, available at: www.fdncenter.org/grantmaker/trends/ (accessed January 10, 2001). Friedman , S. and Kouns , C. (1997), “ Charitable contribution: reinventing cause marketing ”, Brand Week , October 27 . Garone , S. (1999), The Link between Corporate Citizenship and Financial...

... some future research issues related to CRM‐leveraging of sponsorship. © MCB UP Limited 2001 Sponsorship Cause marketing Leverage Communications Sponsorship programs of various descriptions are of increasing importance in the marketing activities of firms around the world (Bird...