... signal × BDF matrix that distinguishes authentic alignment, unsignaled authenticity, symbolic cause-related marketing ( CRM )/pinkwashing risk and a neutral baseline. They further position creating shared value ( CSV ) as an upstream governance regime that “gates” cause signaling behind minimum BDF...

...Rishi Dwesar; Sudeepta Pradhan; Ankita Sharma Purpose This study aims to examine consumer skepticism in cause-related marketing ( CRM ), focusing on how cause–fit congruence and advertising context impact CRM effectiveness. It explores the moderating role of cause affinity to help marketers...

..., but the effects of CSR motives on corresponding processes underlying cause-related marketing (CRM) patronage intention have not been thoroughly examined. This study, anchored on attribution theory, established a research model that better explains the influence of CSR motives on patronage intentions toward CRM...

... through an emphasis on Cause‐Related Marketing. It paper analyses the effectiveness of such cause related marketing for building and sustaining a corporate reputation. Social Responsibility Journal Volume 2 Number 3/4 November 2006 273 Cause-Related Marketing in financial service organisations in Cyprus...