...Parthesh R. Shanbhag; Yogesh Pai P.; Murugan Pattusamy; Gururaj Kidiyoor; Nandan Prabhu Purpose This study aims to investigate the potential positive effects of cause-related marketing (CRM) campaigns that show evidence of commitment to espoused causes. It examines whether consumers respond...

...Mazen Jaber; Kylie Jaber Purpose Cause-related marketing (CRM) campaigns have become common features of the marketplace. CRM often involves a for-profit business agreeing to contribute a specified amount to a cause when the business’s customers engage in revenue-generating exchanges. Despite...

...Mikyeung Bae Purpose This paper aims to clarify a situational factor that might interfere with the intended outcome of a cause-related marketing (CRM) ad on social network sites (SNSs): statements about the motivation of the sponsoring company for supporting a social cause. This study also aims...

... 08 2017 © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Experimental design Social responsibility Sustainable consumption Quantitative methods Behavioral sciences Cause-related marketing The popularity of fair-trade foods, eco...

...Janet Kleber; Arnd Florack; Anja Chladek Purpose Cause-related marketing (CRM) is a sales strategy that is used to improve the success of a product by including a donation to a charitable cause in its price. While marketers can present CRM donations to consumers as either absolute amounts...

... to evaluate the moderating role of gender and participation in philanthropic activities on the impact of cause‐related marketing (CrM) programs in Japan. Design/methodology/approach An experimental design was used with 196 Japanese subjects completing a survey online. Findings A high brand‐cause fit...