Cause Marketing

Cause Marketing is a strategic marketing practice in which a for-profit corporation partners with a nonprofit organization to promote both brand visibility and charitable objectives, distinguished from general philanthropy by its mutual-benefit structure contingent upon consumer engagement.

415

Publications

32.9K

Citations

760

Authors

441

Institutions

Publications per year

2017–2026

146

Parents

Nonprofit CommunicationsPhilanthropy

Children

Brand Image EffectsCampaign CredibilityConsumer Attitudes Toward Cause MarketingCorporate Social Responsibility CampaignsEmployee-driven Cause CampaignsGreen Cause MarketingNonprofit Fundraising CommunicationsNonprofit-corporate PartnershipsPurchase-triggered DonationsSocial Cause Marketing

Publications

415

P. Rajan Varadarajan, Anil Menon · Journal of Marketing · 1988 · 1.7K citations

Management, Marketing, Marketing Management +13

The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?

Michael J. Barone, Anthony D. Miyazaki, Kimberly A. Taylor · Journal of the Academy of Marketing Science · 2000 · 954 citations

Business, Marketing, Marketing Management +16

A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned

Deborah J. Webb, Lois A. Mohr · Journal of Public Policy & Marketing · 1998 · 870 citations

Business, Marketing, Marketing Management +14

Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing

Xiaoli Nan, Kwangjun Heo · Journal of Advertising · 2007 · 853 citations

Business, Marketing, Marketing Management +17

SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX

T. Bettina Cornwell, Clinton S. Weeks, Donald P. Roy · Journal of Advertising · 2005 · 665 citations

Management, Marketing, Marketing Management +17

1–5 of 415

Authors

760

CC
Chun‐Tuan Chang
National Sun Yat-sen University, Taiwan
9 publications · 779 citations
9
h-index
ST
Sujo Thomas
Ahmedabad University, India
8 publications · 261 citations
8
h-index
DV
Demetris Vrontis
University of Nicosia, Cyprus
8 publications · 501 citations
8
h-index
MC
Michael Christofi
University of Nicosia, Cyprus
7 publications · 366 citations
7
h-index
GL
Gordon Liu
Bournemouth University, United Kingdom
6 publications · 320 citations
6
h-index

1–5 of 760

Institutions

441

1–8 of 441

Venues

Journal of Nonprofit & Public Sector Marketing
19 publications · 1K citations
18
h-index
International Review on Public and Nonprofit Marketing
22 publications · 877 citations
16
h-index
Journal of Consumer Marketing
15 publications · 1.7K citations
14
h-index
International Journal of Nonprofit and Voluntary Sector Marketing
13 publications · 697 citations
12
h-index
International Marketing Review
13 publications · 583 citations
12
h-index

1–5