...Ling Jiang; Juan Shan; Annie Peng Cui Purpose This study aims to investigate how luxury brands’ cause-related marketing strategies − focused on global versus local causes − influence perceived luxuriousness and purchase intention. It examines the moderating roles of consumers’ global versus local...

... the structural model. Finally, we discuss the research implications, study limitations and propose areas of future research. Brand salience Brand attitude Non-profit Charities Donor decision involvement Brand evaluation Brand choice Cause-related marketing Donor acquisition Not-for-profit marketing...

...Ilaria Baghi; Veronica Gabrielli Purpose Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives can be implemented as co-branding strategies. Little is known, however, about the role of brand prominence, in terms of visual conspicuousness of the two...

... be contacted at: jorge@lengler.org © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Advertising Purchase intention Cause-related marketing Co-branding Fit between cause and brand Social cause messages appear frequently in goods and services...