Business Commons^™

Does Global Vs. Local Scope Matter? Contingencies Of Cause-Related Marketing In A Developed Market, Monica Wei

Faculty Research Day

Project Description: Cause-related marketing refers to a company’s social initiative in which the company donates a specified amount to a chosen cause in response to every purchase the consumers made. Many multinational corporations (MNCs) have used cause-related marketing as a strategy to improve their brand image and positioning in the global market. However, what makes cause-related marketing effective in the international market is not well understood. Drawing on social impact theory, this project uncovers the factors that affect the effectiveness of cause-related marketing strategy in the global market context. Specifically, across two studies, this research has found that the …