Cause Marketing Research: Message Testing
Communicating Social Responsibility Efforts
This study examines how individuals perceive CSR by nonprofits. The study uses an experimental design to present CSR messaging in five different communication channels. Independent news stories were perceived to be the most credible and believable, yet Facebook and blog posts had the greatest impact on reputation.
Exploring the Effective Restaurant Cause-Related Marketing Ad: The Moderating Roles of Advertising Types and Social Causes
The Cause Matters! How Cause Marketing Campaigns Can Increase the Demand for Conventional over Green Products
One field and one laboratory experiment show that customers are more likely to buy a conventional over a green product when the former is bundled with a campaign that is offsetting an unrelated problem rather than a problem caused
by the product – unless the donation offsets the specific damage caused by the customers’ own consumption.
Consumer Behavior Based on Brand Sensitivity and CSR Activity Type