... of which enhance firm performance. Innovation Brand innovativeness Cause marketing Today, the service sector is of great significance in developed economies, as it contributes over 70 per cent of gross domestic product (GDP) (Salunke et al., 2013 ; Paton and McLaughlin, 2008...

...Donald P. Roy Purpose Several studies have examined sponsor‐cause congruence as an influence on consumer response to cause marketing campaigns. This paper aims to assess the relationship between sponsor‐cause congruence and consumer responses to cause marketing programs. In addition, it aims...

... from which types of affinity may emerge and provides a method for relating the affinity levels with the taxonomy in order to develop a marketing plan. Elaborates on future opportunities in the field. © MCB UP Limited 1992 Cause marketing Marketing strategy Niche marketing Promotion...