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Journal of Marketing Management Volume 27, 2010 - Issue 1-2
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The influence of gender, social cause, charitable support, and message appeal on Gen Y's responses to cause-related marketing

Karen H. Hyllegard Colorado State University, USACorrespondence[email protected]
,
Ruoh-Nan Yan Colorado State University, USA
,
Jennifer Paff Ogle Colorado State University, USA
&
Julianne Attmann The Art Institute of Colorado, USA
Pages 100-123 | Published online: 10 Aug 2010

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Yongheng Liang, Xiaoyue Wu, Yi Su & Liyin Jin. (2023) Consumer Response toward Sexual Advertisements in the Context of Access-Based Consumption. Journal of Advertising 52:3, pages 423-438.
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Michelle M. Rego & Mark A. Hamilton. (2022) The importance of fit: a predictive model of cause marketing effects. Journal of Marketing Theory and Practice 30:2, pages 172-190.
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Timo Schreiner & Daniel Baier. (2021) Online retailing during the COVID-19 pandemic: consumer preferences for marketing actions with consumer self-benefits versus other-benefit components. Journal of Marketing Management 37:17-18, pages 1866-1902.
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Michelle M. Rego, Mark A. Hamilton & Dana Rogers. (2021) Measuring the Impact of Cause-Related Marketing: A Meta-Analysis of Nonprofit and For-profit Alliance Campaigns. Journal of Nonprofit & Public Sector Marketing 33:4, pages 434-456.
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Olivia Stacie-Ann C. Bravo & Jaejin Lee. (2020) The mediating effects of message agreement on millennials’ response to advocacy advertising. Journal of Marketing Communications 26:8, pages 856-873.
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Sujo Thomas, Sonal Kureshi & Sanket Vatavwala. (2020) Cause-Related Marketing Research (1988–2016): An Academic Review and Classification. Journal of Nonprofit & Public Sector Marketing 32:5, pages 488-516.
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Briana Cifelli, Jill Kurp (Maher)Theresa B. Clarke & Irvine Clarke$suffix/text()$suffix/text(). (2020) A comparative exploration of celebrity chef influence on millennials. Journal of Foodservice Business Research 23:5, pages 442-470.
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Elisabeth Mora & Natalia Vila. (2020) Developing successful cause-related marketing campaigns through social-networks the moderating role of users’ age. Total Quality Management & Business Excellence 31:3-4, pages 373-388.
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Alexandra Rese, Tobias Schlee & Daniel Baier. (2019) The need for services and technologies in physical fast fashion stores: Generation Y’s opinion. Journal of Marketing Management 35:15-16, pages 1437-1459.
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Jacqueline K. Eastman, K. Bryant Smalley & Jacob C. Warren. (2019) The Impact of Cause-Related Marketing on Millennials’ Product Attitudes and Purchase Intentions. Journal of Promotion Management 25:6, pages 799-826.
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Lars Bergkvist & Kris Qiang Zhou. (2019) Cause-related marketing persuasion research: an integrated framework and directions for further research. International Journal of Advertising 38:1, pages 5-25.
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Catherine M. Johnson, Ayesha Tariq & Thomas L. Baker. (2018) FROM GUCCI TO GREEN BAGS: CONSPICUOUS CONSUMPTION AS A SIGNAL FOR PRO-SOCIAL BEHAVIOR. Journal of Marketing Theory and Practice 26:4, pages 339-356.
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Jeffrey M. Campbell & Marianne C. Bickle. (2017) Bridging the Gap between Millennial Consumers, Social Media, and Agricultural Branding Programs: A Qualitative Assessment. Journal of International Food & Agribusiness Marketing 29:4, pages 346-365.
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Mikyeung Bae. (2017) Matching cause-related marketing campaign to culture. Asian Journal of Communication 27:4, pages 415-432.
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Aela Salman, Ronald J. Ferguson, Michèle Paulin & Kaspar Schattke. (2016) Gaining Millennial women’s support for a fashion show: Influence of fashion experiences, gender identity and cause-related Facebook appeals. Journal of Global Fashion Marketing 7:2, pages 132-146.
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Kate Westberg & Nigel Pope. (2014) Building brand equity with cause-related marketing: A comparison with sponsorship and sales promotion. Journal of Marketing Communications 20:6, pages 419-437.
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Michael Lwin & Ian Phau. (2014) An exploratory study of existential guilt appeals in charitable advertisements. Journal of Marketing Management 30:13-14, pages 1467-1485.
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Jessica Wyllie, Jamie Carlson & Philip J. Rosenberger$suffix/text()$suffix/text(). (2014) Examining the influence of different levels of sexual-stimuli intensity by gender on advertising effectiveness. Journal of Marketing Management 30:7-8, pages 697-718.
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Prasant Kumar Pandey, Naval Bajpai & Abhijeet V. Tiwari. (2023) Examining the role of cause-related marketing in influencing the purchase intention of Indian customers in the FMCG sector: the role of attitude and cause involvement. British Food Journal 126:3, pages 1121-1146.
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Sujo Thomas, Suryavanshi A.K.S, Viral Bhatt, Vinod Malkar, Sudhir Pandey & Ritesh Patel. (2024) Predicting cause-related marketing patronage intentions based on Schwartz's theory of human values: a large-scale sample study anchored on female fashion leadership. Journal of Fashion Marketing and Management: An International Journal.
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A. K. S. Suryavanshi, Viral Bhatt, Sujo Thomas, Ritesh Patel & Twinkle Trivedi. (2023) Predicting CRM purchase intention by examining congruence, shopping orientation and mood moderation: Applying congruence theory with SEM-ANN-NCA method. International Review on Public and Nonprofit Marketing.
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Saeedeh Rezaee Vessal, Judith Partouche, Insaf Khelladi, Sylvaine Castellano, Mehmet Orhan & Rossella Sorio. (2023) When cause familiarity leads to positive attitudes toward brands in a cause–brand alliance: a cross-cultural study during the COVID-19 pandemic. International Marketing Review 40:5, pages 1245-1262.
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Prasant Kumar Pandey, Naval Bajpai & Abhijeet V. Tiwari. (2023) Factors affecting attitude and purchase intention towards cause-related marketing: a systematic literature review using TCCM approach. International Review on Public and Nonprofit Marketing.
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Veronika Kopřivová & Kateřina Matušínská. (2023) Unlocking Generation Y: Market Segmentation via Lifestyle Insights. Communication Today, pages 122-139.
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Nada Mallah Boustani & Claude Chammaa. (2023) Youth Adoption of Innovative Digital Marketing and Cross-Cultural Disparities. Administrative Sciences 13:6, pages 151.
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Jessica Lichy. (2023) Managing consumption for a cleaner future… but what’s in it for me?. Question(s) de management n° 43:2, pages 89-104.
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Kimberly Thomas-Francois, Simon Somogyi & Alireza Zolfaghari. (2023) The cultural acceptance of digital food shopping: conceptualisation, scale development and validation. International Journal of Retail & Distribution Management 51:3, pages 306-326.
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Vinit S Tipnis, Sebastián Villa, Fei Gao & Alfonso Pedraza Martinez. (2023) Balancing Act: How Nonprofit Organizations Can Use Cause Marketing for Effective Fundraising. SSRN Electronic Journal.
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Olivia González Basanta, Yudemir Cruz Pérez, Pedro Pablo Milán Fonseca & Lisandra Torres Hechavarría. (2022) Comunicación promocional en función del segmento millennial del mercado interno de La Habana. Caso de estudio: Grupo Cubanacan S. A.. Turismo y Sociedad 32, pages 95-118.
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Sujo Thomas, Ashwin Jadeja, Krishnaba Vaghela & Richa Shreevastava. (2021) Investigating the consumers attitude toward brand and purchase intention within the context of cause-related marketing campaign for a pharmacy product. International Review on Public and Nonprofit Marketing 19:4, pages 691-708.
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Shweta PandeyDeepak ChawlaLuz Suplico JeongReynaldo BautistaJr.Jr. & Joseph Emil Santos. (2020) An Experimental Approach to Examine the Antecedents of Attitude, Intention, and Loyalty Towards Cause-related Marketing: The Case of India and the Philippines. Global Business Review 23:5, pages 1252-1272.
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Deepa Rohit, Rajesh Panda & Shibashish Chakraborty. (2022) Determinants and Consequences of Cause–Brand Association: An Empirical Analysis. Vision: The Journal of Business Perspective, pages 097226292210873.
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Ruth Isela Martínez Valdez, María del Carmen Catache Mendoza, Gloria Pedroza Cantú & Zita Mirthala Huerta Cerda. (2022) El Impacto del COVID 19 en la incidencia de compras en Línea de los Millenials. Revista Ingeniería y Gestión Industrial 1:1.
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Nikša Alfirević, Vojko Potočan & Zlatko Nedelko. (2021) Students’ values, professional socialization and the mental gap of corporate social responsibility perceptions. PLOS ONE 16:12, pages e0261653.
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Kateryna Ukrainets & Christian Homburg. (2021) Fight or flight: Can marketing tools help consumers cope with self‐discrepancies and social identity threat?. Journal of Consumer Behaviour 20:6, pages 1591-1604.
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Molly Inhofe Rapert, Anastasia Thyroff & Sarah C. Grace. (2021) The generous consumer: Interpersonal generosity and pro-social dispositions as antecedents to cause-related purchase intentions. Journal of Business Research 132, pages 838-847.
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Taemin Kim & Jeesun Kim. (2021) How Spatial Distance and Message Strategy in Cause-Related Marketing Ads Influence Consumers’ Ad Believability and Attitudes. Sustainability 13:12, pages 6775.
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HaeJin Seo & Tae Ho Song. (2021) The differential motivation and context effects of cause-related marketing in the hotel industry: The moderating role of consumption value. International Journal of Hospitality Management 95, pages 102721.
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Arief Helmi, Vita Sarasi, Umi Kaltum & Yogi Suherman. (2021) Discovering the values of generation X and millennial consumers in Indonesia. Innovative Marketing 17:2, pages 1-8.
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Shenghong Ye, Yunxiao Liu, Suizi Gu & Haiquan Chen. (2021) Give Goods or Give Money? The Influence of Cause-Related Marketing Approach on Consumers’ Purchase Intention. Frontiers in Psychology 11.
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Olivia Johnson & Veena Chattaraman. (2020) Signaling socially responsible consumption among millennials: an identity-based perspective. Social Responsibility Journal 17:1, pages 87-105.
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Nicole Böhmer & Kai Michael Griese. 2021. The Palgrave Handbook of Corporate Sustainability in the Digital Era. The Palgrave Handbook of Corporate Sustainability in the Digital Era 715 741 .
Veronika Braciníková & Kateřina Matušínská. (2020) Clustering of Millennials by Brand Perceptions in Relation to Demographic Factors. Central European Business Review 9:5, pages 63-80.
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David Cosgrave & Michele O'Dwyer. (2020) Ethical standards and perceptions of CRM among millennial consumers. International Marketing Review 37:5, pages 863-884.
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Hongjoo Woo, Michelle Lynn Childs & Seeun Kim. (2020) A path to altruism: Investigating the effects of brand origin and message explicitness in CR‐M campaigns. Business Ethics: A European Review 29:3, pages 617-628.
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Soney Mathews & Suja R. Nair. 2020. Handbook of Research on Contemporary Consumerism. Handbook of Research on Contemporary Consumerism 134 153 .
Cammie Hensley, Sonali Diddi & Karen Hyllegard. (2019) Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth. Social Sciences 8:8, pages 240.
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Smitha Vasudevan & F.J. Peter Kumar. (2019) Changing realty: altering paths of brand discovery for real estate websites in India. Property Management 37:3, pages 346-366.
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Marco Lerro, Maria Raimondo, Marcello Stanco, Concetta Nazzaro & Giuseppe Marotta. (2019) Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry. Sustainability 11:2, pages 535.
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Olivia Johnson & Veena Chattaraman. (2018) Conceptualization and measurement of millennial's social signaling and self‐signaling for socially responsible consumption. Journal of Consumer Behaviour 18:1, pages 32-42.
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B. Saju, K. Harikrishnan & S. Joseph Jeya Anand. (2017) Modeling brand immunity: the moderating role of generational cohort membership. Journal of Brand Management 25:2, pages 133-146.
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Ulla Gordillo Kontio & Petri Tapio. (2017) Four Mexican dreams: What will drive the Mexican millennial to invest?. Futures 93, pages 89-101.
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Michelle R. Nelson & Alexandra M. Vilela. (2017) Exploring the interactive effects of brand use and gender on cause-related marketing over time. International Journal of Nonprofit and Voluntary Sector Marketing 22:3, pages e1580.
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Line Schmeltz. (2017) Getting CSR communication fit: A study of strategically fitting cause, consumers and company in corporate CSR communication. Public Relations Inquiry 6:1, pages 47-72.
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Barbara A. Lafferty, Annika K. Lueth & Ryan McCafferty. (2016) An Evolutionary Process Model of Cause‐Related Marketing and Systematic Review of the Empirical Literature. Psychology & Marketing 33:11, pages 951-970.
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Marta González & José Luis Fernández. (2016) Consumers’ Loyalty Related to Labor Inclusion of People with Disabilities. Frontiers in Psychology 7.
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Margaret Faulkner, Oanh Truong & Jenni Romaniuk. (2014) Barriers to Increasing Donor Support. Nonprofit and Voluntary Sector Quarterly 44:5, pages 1007-1025.
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Percy Marquina Feldman & Ezequiel Reficco. (2015) Impacto de la responsabilidad social empresarial en el comportamiento de compra y disposición a pagar de consumidores bogotanos. Estudios Gerenciales 31:137, pages 373-382.
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Jessica Wyllie, Jamie Carlson & Philip J. RosenbergerIIIIII. (2021) Does Sexual-Stimuli Intensity and Sexual Self-Schema Influence Female Consumers’ Reactions toward Sexualised Advertising? An Australian Perspective. Australasian Marketing Journal 23:3, pages 188-195.
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Xiaoxia Cao & Donna Decker. (2015) Psychological distancing: the effects of narrative perspectives and levels of access to a victim's inner world on victim blame and helping intention. International Journal of Nonprofit and Voluntary Sector Marketing 20:1, pages 12-24.
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Sungho Kang, 한상우 & Lee, Hangeun. (2014) The Moderating Role of Consumers' Construal Level on Cause-related Messages. Journal of Product Research 32:6, pages 13-22.
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Jennifer Paff Ogle, Karen H. Hyllegard, Ruoh‐Nan Yan & Mary A. Littrell. (2014) Mother and Teen Daughter Socialization Toward Ethical Apparel Consumption. Family and Consumer Sciences Research Journal 43:1, pages 61-77.
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Ben Lowe, David Lynch & Julian Lowe. (2013) The role and application of social marketing in managing water consumption: a case study. International Journal of Nonprofit and Voluntary Sector Marketing 19:1, pages 14-26.
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Leïla Loussaïef, Silvia Cacho-Elizondo, Inger Beate Pettersen & Anita E. Tobiassen. (2014) Do CSR actions in retailing really matter for young consumers? A study in France and Norway. Journal of Retailing and Consumer Services 21:1, pages 9-17.
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Dawn B. Valentine & Thomas L. Powers. (2013) Generation Y values and lifestyle segments. Journal of Consumer Marketing 30:7, pages 597-606.
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Nelson A. Barber & D. Christopher Taylor. (2013) Experimental approach to assessing actual wine purchase behavior. International Journal of Wine Business Research 25:3, pages 203-226.
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David Raska & Doris Shaw. (2012) When is going green good for company image?. Management Research Review 35:3/4, pages 326-347.
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