Cause Marketing Research: Message Testing

“I Prefer 30°” Celcius: Consumer Messages to Reduce Carbon Emissions

2016/12/01 0

Based on the results of the ‘I Prefer 30°’ campaign, the study’s authors conclude: “Consumers’ behavior has been driven by perceived cleaning performance and value for money of detergents, not by lower environmental impact or saving money on energy.”

Communicating Social Responsibility Efforts

2016/10/04 0

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

2016/10/03 0

This experimental study aims to examine the effectiveness of cause-related marketing messages that incorporate both text and visuals, as compared to messages comprised solely of text.

The Cause Matters! How Cause Marketing Campaigns Can Increase the Demand for Conventional over Green Products

2016/10/01 0

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

2016/10/01 0

When the level of brand sensitivity is high, the results show a favorable response to charitable activity and cause-related marketing. However, when the level of brand sensitivity is low, the results show a positive response also to voluntary activity.

Cause Marketing Research: Message Testing

“I Prefer 30°” Celcius: Consumer Messages to Reduce Carbon Emissions

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

Consumer Behavior Based on Brand Sensitivity and CSR Activity Type

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