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For A Good Cause : The Effects Of Cause Important, Cause Proximity, Congruency And Participation Effort On Consumers' Evaluation Of Cause Related Marketing, Stacy Landreth

LSU Doctoral Dissertations

In the past several years, companies have discovered the importance of strategic social alliances, particularly in the form of cause related marketing (CRM) programs. Varadarajan and Menon (1988) describe the key feature of CRM as is that the firm’s contribution is linked to consumers’ engagement in revenue producing transactions with the firm. It is essentially a way for a firm to “do well by doing good” and provides several benefits to both the firm and the non-profit organizations receiving the donations. In general, academic researchers have found favorable consumer attitudes toward the firm, products and the non-profit organization involved. Consumers …