Document Type : Review Article
Authors
1 PhD Student, Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran
2 Assistant Professor, Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran
Abstract
Cause-related marketing is an attractive way for companies to gain a competitive advantage, where it evokes a sense of altruism and benevolence in customers. Companies and organizations use this method to achieve their business goals and respond to corporate social responsibility. However, research in cause-related marketing has been sparse, and there is a need for a comprehensive study of past research and current trends. This study is a bibliometric analysis using Vosviewer and Gephi software, which was selected to review this area using 454 articles conducted in Q1 and Q2 journals between 1987 and 2022; it has explored the field of cause-related marketing studies. First, the number of articles, citations, bibliographic coupling, co-word analysis, and Prestige analysis were examined for this study. Then, co-authorship analysis, co-citation analysis, and dynamic co-citation analysis were used for network analysis. Finally, according to the analysis, four main thematic areas were identified, which include planning and how benevolent marketing performs well, attitudes and views on cause-related marketing, the role of a cause-related marketing brand, and promotion interaction with cause-related marketing; The two areas of attitudes and views on cause-related marketing and promotion interaction with cause-related marketing according to the trend of their articles can be expected to attract more attention in the coming years.
Keywords
[1] Bhatti, H. Y., Galan-Ladero, M. M., & Galera-Casquet, C. (2022). Cause-related marketing: a systematic review of the literature. International Review on Public and Nonprofit Marketing, 1-40.
[2] Ellen, P. S., Mohr, L. A., & Webb, D. J. (2000). Charitable programs and the retailer: do they mix?. Journal of retailing, 76(3), 393-406.
[3] Boulouta, I., & Manika, D. (2022). Cause-Related Marketing and Ethnocentrism: The Moderating Effects of Geographic Scope and Perceived Economic Threat. Sustainability, 14(1), 292.
[4] Khanifar, H., Soltani Nejad, N., Rashid, A. (2021). The Impact of Cause-Related Marketing on Consumer Purchasing Intent: A Case Study of Tak Marakron Consumers. Organizational Culture Management, 19(1), 1-24.
[5] Zangian, S., Maleki, M., Sharafi, V., Maleki, M. (2016). The roles of Charity marketing to attract customers in the insurance industry by explain the role of mediator variables according to customer profit and attention to the welfare of society. New Marketing Research Journal, 5(Special Issue), 125-138.
[6] Bakhshizadeh baraj, K. (2018). The effect of cause involvement and skepticism about cause related marketing on consumer attitudes toward brand, advertising and purchase intention. Quarterly Journal of Brand Management, 5(2), 82-53.
[7] Soltani, M., Kordnaeij, A., Ayoubi yazdi, H. (2018). An experimental study on the role of transparency and accessibility on cognitive, affective and conative aspects of consumer response in cause-related marketing. Quarterly Journal of Brand Management, 5(3), 187-225.
[8] Masoodipoor, S. (2021). Segmentation of generosity behavior within the framework of charity social marketing. Management Research in Iran, 23(4), 102-129.
[9] Thomas, S., Kureshi, S., & Vatavwala, S. (2020). Cause-related marketing research (1988–2016): An academic review and classification. Journal of Nonprofit & Public Sector Marketing, 32(5), 488–516.
[10] Lafferty, B. A., Lueth, A. K., & McCafferty, R. (2016). An evolutionary process model of cause-related marketing and systematic review of the empirical literature. Psychology & Marketing, 33(11), 951–970.
[11] Khanra, S., Dhir, A., Kaur, P., & Mäntymäki, M. (2021). Bibliometric analysis and literature review of ecotourism: Toward sustainable development. Tourism Management Perspectives, 37, 100777.
[12] Bhatt, Y., Ghuman, K., & Dhir, A. (2020). Sustainable manufacturing. Bibliometrics and content analysis. Journal of Cleaner Production, 260, 120988.
[13] Khanra, S., Dhir, A., & Mäntymäki, M. (2020). Big data analytics and enterprises: a bibliometric synthesis of the literature. Enterprise Information Systems, 14(6), 737-768.
[14] Koseoglu, M. A., Mehraliyev, F., & Xiao, H. (2019). Intellectual connections in tourism studies. Annals of Tourism Research, 79, 102760.
[15] Caviggioli, F., & Ughetto, E. (2019). A bibliometric analysis of the research dealing with the impact of additive manufacturing on industry, business and society. International journal of production economics, 208, 254-268.
[16] Heidari, A., Valipour, A., Bakhtiyari, B. (2021). Marketing research trend in Iran: An analytical review. Management Research in Iran, 21(3), 97-119.
[17] Azizi, S. (2016). Conceptual Mapping of Retail Banking: A Correspondence Analysis Approach. Modern Research in Decision Making, 1(3), 65-84.
[18] Jahanyan, S., Mahmoudsalehi, M., Hosseini, M. (2018). Applying Time-Driven Activity-Based Costing (TDABC) for customer Profitability ranking. Modern Research in Decision Making, 3(1), 85-111.
[19] Anuar, M. M., & Mohamad, O. (2011). Examining the effects of cause-proximity and gender on consumers' response to cause-related marketing: evidence from Malaysia. International Journal of Marketing Studies, 3(3), 174.
[20] Kim, J. E., & Johnson, K. K. (2013). The impact of moral emotions on cause-related marketing campaigns: A cross-cultural examination. Journal of business ethics, 112(1), 79-90.
[21] Hong, K. T., Ng, S. I., Yusof, R. N. R., & Kaliappan, S. R. (2021). What Do Consumers Like to See in a Cause-Related Marketing Campaign Board?. International Journal of Business and Society, 22(1), 346-364.
[22] Adomaviciute, K., Bzikadze, G., Cherian, J., & Urbonavicius, S. (2016). Cause-related marketing as a commercially and socially oriented activity: what factors influence and moderate the purchasing?. Engineering Economics, 27(5), 578-585.
[23] Grolleau, G., Ibanez, L., & Lavoie, N. (2016). Cause-related marketing of products with a negative externality. Journal of Business Research, 69(10), 4321-4330.
[24] Jeong, H. J., & Kim, J. (2020). Benefits of cause-related marketing for companies and nonprofits: focusing on the roles of self-corporate congruity and issue involvement. International Review on Public and Nonprofit Marketing, 17(3), 317-330.
[25] Van Eck, N. J., & Waltman, L. (2014). Visualizing bibliometric networks. In Measuring scholarly impact (pp. 285-320). Springer, Cham.
[26] Fahimnia, B., Sarkis, J., & Davarzani, H. (2015). Green supply chain management: A review and bibliometric analysis. International Journal of Production Economics, 162, 101-114.
[27] Shin, H., & Perdue, R. R. (2019). Self-Service Technology Research: a bibliometric co-citation visualization analysis. International Journal of Hospitality Management, 80, 101-112.
[28] Xu, X., Chen, X., Jia, F., Brown, S., Gong, Y., & Xu, Y. (2018). Supply chain finance: A systematic literature review and bibliometric analysis. International Journal of Production Economics, 204, 160-173.
[29] Webb, D. J., & Mohr, L. A. (1998). A typology of consumer responses to cause-related marketing: From skeptics to socially concerned. Journal of public policy & marketing, 17(2), 226-238.
[30] Barone, M. J., Miyazaki, A. D., & Taylor, K. A. (2000). The influence of cause-related marketing on consumer choice: does one good turn deserve another?. Journal of the academy of marketing Science, 28(2), 248-262.
[31] Ross III, J. K., Patterson, L. T., & Stutts, M. A. (1992). Consumer perceptions of organizations that use cause-related marketing. Journal of the Academy of Marketing science, 20(1), 93-97.
[32] Andreasen, A. R. (1996). Profits for nonprofits: Find a corporate partner. Harvard business review, 74(6), 47-50.
[33] Smith, S. M., & Alcorn, D. S. (1991). Cause marketing: a new direction in the marketing of corporate responsibility. Journal of consumer marketing.
[34] Creyer, E. H., & Ross, W. T. (1996). The impact of corporate behavior on perceived product value. Marketing letters, 7(2), 173-185.
[35] Pracejus, J. W., & Olsen, G. D. (2004). The role of brand/cause fit in the effectiveness of cause-related marketing campaigns. Journal of Business Research, 57(6), 635-640.
[36] Lafferty, B. A., & Goldsmith, R. E. (2005). Cause–brand alliances: does the cause help the brand or does the brand help the cause?. Journal of business research, 58(4), 423-429.
[37] Lafferty, B. A., Goldsmith, R. E., & Hult, G. T. M. (2004). The impact of the alliance on the partners: A look at cause–brand alliances. Psychology & Marketing, 21(7), 509-531.
[38] Pirsch, J., Gupta, S., & Grau, S. L. (2007). A framework for understanding corporate social responsibility programs as a continuum: An exploratory study. Journal of business ethics, 70(2), 125-140.
[39] Van den Brink, D., Odekerken‐Schröder, G., & Pauwels, P. (2006). The effect of strategic and tactical cause‐related marketing on consumers' brand loyalty. Journal of Consumer Marketing.
[40] Lii, Y. S., & Lee, M. (2012). Doing right leads to doing well: When the type of CSR and reputation interact to affect consumer evaluations of the firm. Journal of business ethics, 105(1), 69-81.
[41] Deshpande, S., & Hitchon, J. C. (2002). Cause-related marketing ads in the light of negative news. Journalism & Mass Communication Quarterly, 79(4), 905-926.
[42] Basil, D. Z., & Herr, P. M. (2006). Attitudinal balance and cause‐related marketing: An empirical application of balance theory. Journal of Consumer Psychology, 16(4), 391-403.
[43] Hou, J., Du, L., & Li, J. (2008). Cause's attributes influencing consumer's purchasing intention: Empirical evidence from China. Asia pacific journal of marketing and logistics.
[44] Hanks, L., Line, N. D., & Mattila, A. S. (2016). The impact of self-service technology and the presence of others on cause-related marketing programs in restaurants. Journal of Hospitality Marketing & Management, 25(5), 547-562.
[45] Gupta, S., & Pirsch, J. (2006). The company‐cause‐customer fit decision in cause‐related marketing. Journal of consumer marketing.
[46] Singh, S., Kristensen, L., & Villasenor, E. (2009). Overcoming skepticism towards cause related claims: the case of Norway. International Marketing Review.
[47] Ellen, P. S., Webb, D. J., & Mohr, L. A. (2006). Building corporate associations: Consumer attributions for corporate socially responsible programs. Journal of the academy of Marketing Science, 34(2), 147-157.
[48] Moosmayer, D. C., & Fuljahn, A. (2010). Consumer perceptions of cause related marketing campaigns. Journal of Consumer marketing.
[49] Cornwell, T. B., & Coote, L. V. (2005). Corporate sponsorship of a cause: The role of identification in purchase intent. Journal of business research, 58(3), 268-276.
[50] Beise‐Zee, R. (2011). Corporate social responsibility or cause‐related marketing? The role of cause specificity of CSR. Journal of consumer marketing.
[51] Folse, J. A. G., Niedrich, R. W., & Grau, S. L. (2010). Cause-relating marketing: The effects of purchase quantity and firm donation amount on consumer inferences and participation intentions. Journal of Retailing, 86(4), 295-309.
[52] Patel, J. D., Gadhavi, D. D., & Shukla, Y. S. (2017). Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention. International Review on Public and Nonprofit Marketing, 14(1), 1-18.
[53] Chang, C. T., & Cheng, Z. H. (2015). Tugging on heartstrings: shopping orientation, mindset, and consumer responses to cause-related marketing. Journal of Business Ethics, 127(2), 337-350.
[54] Lafferty, B. A. (2007). The relevance of fit in a cause–brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60(5), 447-453.
[55] Samu, S., & Wymer, W. (2009). The effect of fit and dominance in cause marketing communications. Journal of Business Research, 62(4), 432-440.
[56] Lafferty, B. A., & Edmondson, D. R. (2009). Portraying the cause instead of the brand in cause-related marketing ads: does it really matter?. Journal of Marketing Theory and Practice, 17(2), 129-144.
[57] Chang, C. T. (2008). To donate or not to donate? Product characteristics and framing effects of cause‐related marketing on consumer purchase behavior. Psychology & Marketing, 25(12), 1089-1110.
[58] Dean, D. H. (2003). Consumer perception of corporate donations effects of company reputation for social responsibility and type of donation. Journal of advertising, 32(4), 91-102.
[59] Chowdhury, T. G., & Khare, A. (2011). Matching a cause with self‐schema: The moderating effect on brand preferences. Psychology & Marketing, 28(8), 825-842.
[60] Nan, X., & Heo, K. (2007). Consumer responses to corporate social responsibility (CSR) initiatives: Examining the role of brand-cause fit in cause-related marketing. Journal of advertising, 36(2), 63-74.
[61] Arora, N., & Henderson, T. (2007). Embedded premium promotion: Why it works and how to make it more effective. Marketing Science, 26(4), 514-531.
[62] Krishna, A., & Rajan, U. (2009). Cause marketing: spillover effects of cause-related products in a product portfolio. Management Science, 55(9), 1469-1485.
[63] Koschate-Fischer, N., Stefan, I. V., & Hoyer, W. D. (2012). Willingness to pay for cause-related marketing: The impact of donation amount and moderating effects. Journal of marketing research, 49(6), 910-927.
[64] Winterich, K. P., & Barone, M. J. (2011). Warm glow or cold, hard cash? Social identity effects on consumer choice for donation versus discount promotions. Journal of Marketing Research, 48(5), 855-868.
[65] Henderson, T., & Arora, N. (2010). Promoting brands across categories with a social cause: Implementing effective embedded premium programs. Journal of Marketing, 74(6), 41-60.
[66] Krishna, A. (2011). Can supporting a cause decrease donations and happiness? The cause marketing paradox. Journal of Consumer Psychology, 21(3), 338-345.
[67] Andrews, M., Luo, X., Fang, Z., & Aspara, J. (2014). Cause marketing effectiveness and the moderating role of price discounts. Journal of Marketing, 78(6), 120-142.
[68] Aquino, K., Freeman, D., Reed II, A., Lim, V. K., & Felps, W. (2009). Testing a social-cognitive model of moral behavior: the interactive influence of situations and moral identity centrality. Journal of personality and social psychology, 97(1), 123.
[2] Ellen, P. S., Mohr, L. A., & Webb, D. J. (2000). Charitable programs and the retailer: do they mix?. Journal of retailing, 76(3), 393-406.
[3] Boulouta, I., & Manika, D. (2022). Cause-Related Marketing and Ethnocentrism: The Moderating Effects of Geographic Scope and Perceived Economic Threat. Sustainability, 14(1), 292.
[4] Khanifar, H., Soltani Nejad, N., Rashid, A. (2021). The Impact of Cause-Related Marketing on Consumer Purchasing Intent: A Case Study of Tak Marakron Consumers. Organizational Culture Management, 19(1), 1-24.
[5] Zangian, S., Maleki, M., Sharafi, V., Maleki, M. (2016). The roles of Charity marketing to attract customers in the insurance industry by explain the role of mediator variables according to customer profit and attention to the welfare of society. New Marketing Research Journal, 5(Special Issue), 125-138.
[6] Bakhshizadeh baraj, K. (2018). The effect of cause involvement and skepticism about cause related marketing on consumer attitudes toward brand, advertising and purchase intention. Quarterly Journal of Brand Management, 5(2), 82-53.
[7] Soltani, M., Kordnaeij, A., Ayoubi yazdi, H. (2018). An experimental study on the role of transparency and accessibility on cognitive, affective and conative aspects of consumer response in cause-related marketing. Quarterly Journal of Brand Management, 5(3), 187-225.
[8] Masoodipoor, S. (2021). Segmentation of generosity behavior within the framework of charity social marketing. Management Research in Iran, 23(4), 102-129.
[9] Thomas, S., Kureshi, S., & Vatavwala, S. (2020). Cause-related marketing research (1988–2016): An academic review and classification. Journal of Nonprofit & Public Sector Marketing, 32(5), 488–516.
[10] Lafferty, B. A., Lueth, A. K., & McCafferty, R. (2016). An evolutionary process model of cause-related marketing and systematic review of the empirical literature. Psychology & Marketing, 33(11), 951–970.
[11] Khanra, S., Dhir, A., Kaur, P., & Mäntymäki, M. (2021). Bibliometric analysis and literature review of ecotourism: Toward sustainable development. Tourism Management Perspectives, 37, 100777.
[12] Bhatt, Y., Ghuman, K., & Dhir, A. (2020). Sustainable manufacturing. Bibliometrics and content analysis. Journal of Cleaner Production, 260, 120988.
[13] Khanra, S., Dhir, A., & Mäntymäki, M. (2020). Big data analytics and enterprises: a bibliometric synthesis of the literature. Enterprise Information Systems, 14(6), 737-768.
[14] Koseoglu, M. A., Mehraliyev, F., & Xiao, H. (2019). Intellectual connections in tourism studies. Annals of Tourism Research, 79, 102760.
[15] Caviggioli, F., & Ughetto, E. (2019). A bibliometric analysis of the research dealing with the impact of additive manufacturing on industry, business and society. International journal of production economics, 208, 254-268.
[16] Heidari, A., Valipour, A., Bakhtiyari, B. (2021). Marketing research trend in Iran: An analytical review. Management Research in Iran, 21(3), 97-119.
[17] Azizi, S. (2016). Conceptual Mapping of Retail Banking: A Correspondence Analysis Approach. Modern Research in Decision Making, 1(3), 65-84.
[18] Jahanyan, S., Mahmoudsalehi, M., Hosseini, M. (2018). Applying Time-Driven Activity-Based Costing (TDABC) for customer Profitability ranking. Modern Research in Decision Making, 3(1), 85-111.
[19] Anuar, M. M., & Mohamad, O. (2011). Examining the effects of cause-proximity and gender on consumers' response to cause-related marketing: evidence from Malaysia. International Journal of Marketing Studies, 3(3), 174.
[20] Kim, J. E., & Johnson, K. K. (2013). The impact of moral emotions on cause-related marketing campaigns: A cross-cultural examination. Journal of business ethics, 112(1), 79-90.
[21] Hong, K. T., Ng, S. I., Yusof, R. N. R., & Kaliappan, S. R. (2021). What Do Consumers Like to See in a Cause-Related Marketing Campaign Board?. International Journal of Business and Society, 22(1), 346-364.
[22] Adomaviciute, K., Bzikadze, G., Cherian, J., & Urbonavicius, S. (2016). Cause-related marketing as a commercially and socially oriented activity: what factors influence and moderate the purchasing?. Engineering Economics, 27(5), 578-585.
[23] Grolleau, G., Ibanez, L., & Lavoie, N. (2016). Cause-related marketing of products with a negative externality. Journal of Business Research, 69(10), 4321-4330.
[24] Jeong, H. J., & Kim, J. (2020). Benefits of cause-related marketing for companies and nonprofits: focusing on the roles of self-corporate congruity and issue involvement. International Review on Public and Nonprofit Marketing, 17(3), 317-330.
[25] Van Eck, N. J., & Waltman, L. (2014). Visualizing bibliometric networks. In Measuring scholarly impact (pp. 285-320). Springer, Cham.
[26] Fahimnia, B., Sarkis, J., & Davarzani, H. (2015). Green supply chain management: A review and bibliometric analysis. International Journal of Production Economics, 162, 101-114.
[27] Shin, H., & Perdue, R. R. (2019). Self-Service Technology Research: a bibliometric co-citation visualization analysis. International Journal of Hospitality Management, 80, 101-112.
[28] Xu, X., Chen, X., Jia, F., Brown, S., Gong, Y., & Xu, Y. (2018). Supply chain finance: A systematic literature review and bibliometric analysis. International Journal of Production Economics, 204, 160-173.
[29] Webb, D. J., & Mohr, L. A. (1998). A typology of consumer responses to cause-related marketing: From skeptics to socially concerned. Journal of public policy & marketing, 17(2), 226-238.
[30] Barone, M. J., Miyazaki, A. D., & Taylor, K. A. (2000). The influence of cause-related marketing on consumer choice: does one good turn deserve another?. Journal of the academy of marketing Science, 28(2), 248-262.
[31] Ross III, J. K., Patterson, L. T., & Stutts, M. A. (1992). Consumer perceptions of organizations that use cause-related marketing. Journal of the Academy of Marketing science, 20(1), 93-97.
[32] Andreasen, A. R. (1996). Profits for nonprofits: Find a corporate partner. Harvard business review, 74(6), 47-50.
[33] Smith, S. M., & Alcorn, D. S. (1991). Cause marketing: a new direction in the marketing of corporate responsibility. Journal of consumer marketing.
[34] Creyer, E. H., & Ross, W. T. (1996). The impact of corporate behavior on perceived product value. Marketing letters, 7(2), 173-185.
[35] Pracejus, J. W., & Olsen, G. D. (2004). The role of brand/cause fit in the effectiveness of cause-related marketing campaigns. Journal of Business Research, 57(6), 635-640.
[36] Lafferty, B. A., & Goldsmith, R. E. (2005). Cause–brand alliances: does the cause help the brand or does the brand help the cause?. Journal of business research, 58(4), 423-429.
[37] Lafferty, B. A., Goldsmith, R. E., & Hult, G. T. M. (2004). The impact of the alliance on the partners: A look at cause–brand alliances. Psychology & Marketing, 21(7), 509-531.
[38] Pirsch, J., Gupta, S., & Grau, S. L. (2007). A framework for understanding corporate social responsibility programs as a continuum: An exploratory study. Journal of business ethics, 70(2), 125-140.
[39] Van den Brink, D., Odekerken‐Schröder, G., & Pauwels, P. (2006). The effect of strategic and tactical cause‐related marketing on consumers' brand loyalty. Journal of Consumer Marketing.
[40] Lii, Y. S., & Lee, M. (2012). Doing right leads to doing well: When the type of CSR and reputation interact to affect consumer evaluations of the firm. Journal of business ethics, 105(1), 69-81.
[41] Deshpande, S., & Hitchon, J. C. (2002). Cause-related marketing ads in the light of negative news. Journalism & Mass Communication Quarterly, 79(4), 905-926.
[42] Basil, D. Z., & Herr, P. M. (2006). Attitudinal balance and cause‐related marketing: An empirical application of balance theory. Journal of Consumer Psychology, 16(4), 391-403.
[43] Hou, J., Du, L., & Li, J. (2008). Cause's attributes influencing consumer's purchasing intention: Empirical evidence from China. Asia pacific journal of marketing and logistics.
[44] Hanks, L., Line, N. D., & Mattila, A. S. (2016). The impact of self-service technology and the presence of others on cause-related marketing programs in restaurants. Journal of Hospitality Marketing & Management, 25(5), 547-562.
[45] Gupta, S., & Pirsch, J. (2006). The company‐cause‐customer fit decision in cause‐related marketing. Journal of consumer marketing.
[46] Singh, S., Kristensen, L., & Villasenor, E. (2009). Overcoming skepticism towards cause related claims: the case of Norway. International Marketing Review.
[47] Ellen, P. S., Webb, D. J., & Mohr, L. A. (2006). Building corporate associations: Consumer attributions for corporate socially responsible programs. Journal of the academy of Marketing Science, 34(2), 147-157.
[48] Moosmayer, D. C., & Fuljahn, A. (2010). Consumer perceptions of cause related marketing campaigns. Journal of Consumer marketing.
[49] Cornwell, T. B., & Coote, L. V. (2005). Corporate sponsorship of a cause: The role of identification in purchase intent. Journal of business research, 58(3), 268-276.
[50] Beise‐Zee, R. (2011). Corporate social responsibility or cause‐related marketing? The role of cause specificity of CSR. Journal of consumer marketing.
[51] Folse, J. A. G., Niedrich, R. W., & Grau, S. L. (2010). Cause-relating marketing: The effects of purchase quantity and firm donation amount on consumer inferences and participation intentions. Journal of Retailing, 86(4), 295-309.
[52] Patel, J. D., Gadhavi, D. D., & Shukla, Y. S. (2017). Consumers’ responses to cause related marketing: moderating influence of cause involvement and skepticism on attitude and purchase intention. International Review on Public and Nonprofit Marketing, 14(1), 1-18.
[53] Chang, C. T., & Cheng, Z. H. (2015). Tugging on heartstrings: shopping orientation, mindset, and consumer responses to cause-related marketing. Journal of Business Ethics, 127(2), 337-350.
[54] Lafferty, B. A. (2007). The relevance of fit in a cause–brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60(5), 447-453.
[55] Samu, S., & Wymer, W. (2009). The effect of fit and dominance in cause marketing communications. Journal of Business Research, 62(4), 432-440.
[56] Lafferty, B. A., & Edmondson, D. R. (2009). Portraying the cause instead of the brand in cause-related marketing ads: does it really matter?. Journal of Marketing Theory and Practice, 17(2), 129-144.
[57] Chang, C. T. (2008). To donate or not to donate? Product characteristics and framing effects of cause‐related marketing on consumer purchase behavior. Psychology & Marketing, 25(12), 1089-1110.
[58] Dean, D. H. (2003). Consumer perception of corporate donations effects of company reputation for social responsibility and type of donation. Journal of advertising, 32(4), 91-102.
[59] Chowdhury, T. G., & Khare, A. (2011). Matching a cause with self‐schema: The moderating effect on brand preferences. Psychology & Marketing, 28(8), 825-842.
[60] Nan, X., & Heo, K. (2007). Consumer responses to corporate social responsibility (CSR) initiatives: Examining the role of brand-cause fit in cause-related marketing. Journal of advertising, 36(2), 63-74.
[61] Arora, N., & Henderson, T. (2007). Embedded premium promotion: Why it works and how to make it more effective. Marketing Science, 26(4), 514-531.
[62] Krishna, A., & Rajan, U. (2009). Cause marketing: spillover effects of cause-related products in a product portfolio. Management Science, 55(9), 1469-1485.
[63] Koschate-Fischer, N., Stefan, I. V., & Hoyer, W. D. (2012). Willingness to pay for cause-related marketing: The impact of donation amount and moderating effects. Journal of marketing research, 49(6), 910-927.
[64] Winterich, K. P., & Barone, M. J. (2011). Warm glow or cold, hard cash? Social identity effects on consumer choice for donation versus discount promotions. Journal of Marketing Research, 48(5), 855-868.
[65] Henderson, T., & Arora, N. (2010). Promoting brands across categories with a social cause: Implementing effective embedded premium programs. Journal of Marketing, 74(6), 41-60.
[66] Krishna, A. (2011). Can supporting a cause decrease donations and happiness? The cause marketing paradox. Journal of Consumer Psychology, 21(3), 338-345.
[67] Andrews, M., Luo, X., Fang, Z., & Aspara, J. (2014). Cause marketing effectiveness and the moderating role of price discounts. Journal of Marketing, 78(6), 120-142.
[68] Aquino, K., Freeman, D., Reed II, A., Lim, V. K., & Felps, W. (2009). Testing a social-cognitive model of moral behavior: the interactive influence of situations and moral identity centrality. Journal of personality and social psychology, 97(1), 123.
)