... the online community creates or co-creates content. Both domains are considerably under-researched, so these sub-categories could diverge into more sub-categories as the research progresses. Sponsorship context Sponsorship property Sponsee Cause marketing Sports marketing Sponsorship...

...‐fit cause will increase as the donation magnitude increases. © Emerald Group Publishing Limited 2012 Cause marketing Consumer behaviour Product attributes Cause‐related marketing Product‐cause fit Type of fit Product type Donation level Corporate social responsibility (CSR...

... moral pleasure for participating in the CRM campaign or stronger moral displeasure for not participating. Eventually, moral pleasure and moral displeasure exercise immediate impact on purchase intention of the product promoted with a charity cause. Cause marketing Brand management Motivation...