Product-Cause Fit occurs when consumers perceive a natural association between a cause and a company’s products, services, or mission. For instance, it would be natural for a pet store to host stray-adoption events. Similarly, it would be natural for an auto insurance company to promote free safe-driving resources for teenage drivers.

Framing CSR Fit: How Corporate Social Responsibility Activities are Covered by News Media

2016/10/26 0

This research provides a basis for understanding how the content of media coverage about CSR activities relates to the fit between these CSR activities and the organizations’ core activities. 513 news articles about organizations’ CSR activities were analyzed. The results reveal that while CSR fit does not influence tone, it does partly impact the framing of the media coverage, as CSR fit leads to a positive framing of organizations and their CSR activities. However, vice versa, CSR misfit does not necessarily lead to a negative representation of organizations and their CSR in the media coverage.

Cause-Related Marketing: The Effect of Checkout Charity Requests on Consumer Donation Behavior

2016/06/01 0

Consumers are more likely to donate and respond favorably toward the provider when practical services and frivolous goods are paired with causes perceived to have a strong functional fit. Conversely, consumers are more likely to donate and respond favorably toward the provider when frivolous services and practical goods are paired with causes perceived to have a weak functional fit.


Warning: Use of undefined constant custom_pagination - assumed 'custom_pagination' (this will throw an Error in a future version of PHP) in /home/causemar/public_html/wp-content/themes/causemarketing/index.php on line 106