Cause-Related Marketing: Factors Promoting Campaign Evaluations

REFERENCES

• Baron , R. M. , & D. A. Kenny . 1986 . “The Mediator-Moderator Variable Distinction in Social Psychology Research: Conceptual, Strategic and Statistical Considerations.” Journal of Personality and Social Psychology 51 ( 1 ): 1173 – 86 .
   PubMedGoogle Scholar
• Barone , M. J. , A. T. Norman , and A. Miyazaki . 2007 . “Consumer Response to Retailer Use of Cause-Related Marketing: Is More Fit Better?” Journal of Retailing 83 ( 4 ): 437 – 45 .
   Web of Science ®Google Scholar
• Bower , A. B. , & S. L. Grau . 2009 . “Implicit Versus Explicit Third Party Endorsements: Do CSR Initiatives Imply A Nonprofit Organization Endorsement?” Journal of Advertising 58 ( Fall ): 113 – 26 .
   Google Scholar
• Brown , T. J. , & P. Dacin . 1997 . “The Company and the Product: Corporation Associations and Consumer Product Responses.” Journal of Marketing 61 ( 1 ): 68 – 84 .
   Web of Science ®Google Scholar
• Calder , B. J. , L. W. Phillips , and A. M. Tybout . 1981 . “Designing Research for Application.” Journal of Consumer Research 8 ( September ): 197 – 207 .
   Web of Science ®Google Scholar
• Campbell , M. C. 1995 . “When Attention-Getting Advertising Tactics Elicit Consumer Inferences of Manipulative Intent: The Importance of Balancing Benefits and Investments.” Journal of Consumer Psychology 4 ( 3 ): 225 – 54 .
   Google Scholar
• Campbell , M. C. , & A. Kirmani . 2008 . “I Know What You're Doing and Why You're Doing It: The Use of the Persuasion Knowledge Model in Consumer Research.” . In Handbook of Consumer Psychology , edited by Curt Hugvstedt , Paul Herr , & Frank Kardes , 549 – 74 . New York , NY : Psychology Press .
   Google Scholar
• Dean , D. H. 2002 . “Associating the Corporation With a Charitable Event Through Sponsorship: Measuring the Effects on Corporate Community Relations.” Journal of Advertising 31 ( 4 ): 77 – 87 .
   Web of Science ®Google Scholar
• Ellen , P. S. , L. A. Mohr , and D. J. Webb . 2000 . “Charitable Programs and the Retailer: Do They Mix?” Journal of Retailing 6 ( 3 ): 393 – 406 .
   Google Scholar
• Festinger , L. A. 1957 . Theory of Cognitive Dissonance . Evnaston , IL : Row Peterson .
   Google Scholar
• Fischer , E. B. , B. Gainer , and S. J. Arnold . 1996 . “Gift Giving and Charitable Donating: How (Dis)Similar Are They?” In Gift Giving: A Research Anthology , 175 – 94 . Bowling Green, OH : Bowling Green State University Press .
   Google Scholar
• Forehand , M. , & S. Grier . 2003 . “When Is Honesty the Best Policy? The Effect of Stated Company Intent on Consumer Skepticism.” Journal of Consumer Psychology 13 ( 3 ): 349 – 56 .
   Web of Science ®Google Scholar
• Folse , J. A. G. , R. N. Niedrich , and S. L. Grau . 2010 . “Cause-Related Marketing: The Effects of Purchase Quantity and Firm Donation Amount on Consumer Inference and Participation Intention.” Journal of Retailing 86 ( 4 ): 295 – 309 .
   Web of Science ®Google Scholar
• Friedstad , M. , & P. Wright . 1994 . “The Persuasion Knowledge Model: How People Cope With Persuasion Attempts.” Journal of Consumer Research 31 ( June ): 1 – 31 .
   Google Scholar
• Goodstein , R. 1993 . “Category Based Applications and Extensions in Advertising: Motivating More Extensive Ad Processing.” Journal of Consumer Research 20 ( 1 ): 87 – 100 .
   Web of Science ®Google Scholar
• Grau , S. L. , & J. A. G. Folse . 2007 . “Cause Related Marketing (CRM): The Influence of Donation Proximity and Message-Framing Cues on the Less-Involved Consumer.” Journal of Advertising 36 ( 4 ): 7 – 20 .
   Web of Science ®Google Scholar
• Gwinner , K. P. , & J. Eaton . 1999 . “Building Brand Image Through Event Sponsorship: The Role of Image Transfer.” Journal of Advertising 28 ( 4 ): 47 – 57 .
   Web of Science ®Google Scholar
• Hellenius , R. , & S. Rudbeck . 2003 . “In Kind Donations for Nonprofits.” Mckinsey Quarterly , 4 : 23 – 27 . http://www.mckinseyquarterly.com
   Google Scholar
• Hoeffler , S. , & K. L. Keller . 2002 . “Building Brand Equity Through Corporate Societal Marketing.” Journal of Public Policy & Marketing 21 ( 1 ): 78 – 89 .
   Web of Science ®Google Scholar
• Lafferty , B. A. 2009 . “Selecting the Right Cause Partners for the Right Reasons: The Role of Importance and Fit in Cause–Brand Alliances.” Psychology & Marketing 26 ( 4 ): 359 – 82 .
   Web of Science ®Google Scholar
• Lafferty , B. A. 2007 . “The Relevance of Fit in a Cause–Brand Alliance When Consumers Evaluate Corporate Credibility.” Journal of Business Research 60 : 447 – 53 .
   Web of Science ®Google Scholar
• Landreth , S. , J. Pirsch , and J. A. Garretson . 2004 . “Cause Related Marketing Campaign Donation Structures: Maximizing Firm Benefit and Minimizing Consumer Mistrust.” . In Marketing and Public Policy Conference Proceedings , edited by Debra Scammon , Robert Mayer , & Marlys Mason , 14 . Chicago , IL : American Marketing Association .
   Google Scholar
• Lapidus , R. S. , & L. Pinkerton . 1995 . “Customer Complaint Situations: An Equity Theory Perspective.” Psychology & Marketing 12 ( 2 ): 105 – 22 .
   Web of Science ®Google Scholar
• Menon , S. , & B. Kahn . 2003 . “Corporate Sponsorships of Philanthropic Activities: When do They Impact Perception of Sponsor Brand?” Journal of Consumer Psychology 13 ( 3 ): 316 – 27 .
   Web of Science ®Google Scholar
• Nan , X. , & K. Heo . 2007 . “Consumer Responses to Corporate Social Responsibility Initiatives: Examining the Role of Brand–Cause Fit in Cause-Related Marketing.” Journal of Advertising 36 ( 2 ): 63 – 74 .
   Web of Science ®Google Scholar
• Odell , Patricia. 2010 . “Influential Events.” Chief Marketer . April 1. Accessed December 8, 2011. http://chiefmarketer.com/disciplines/promotions/0401-events-engaging-consumers
   Google Scholar
• Olsen , G. D. , J. W. Pracejus , and N. R. Brown . 2003 . “When Profit Equals Price: Consumer Confusion About Donation Amounts in Cause-Related Marketing.” Journal of Public Policy & Marketing 22 ( 2 ): 170 – 80 .
   Web of Science ®Google Scholar
• PowerPact , LLC. 2004 . “Cause Marketing Forum.” Accessed June 8, 2009. http://www.causemarketingforum.org
   Google Scholar
• Pracejus , J. W. , & G. D. Olsen . 2004 . “The Role of Brand/Cause Fit in the Effectiveness of Cause-Related Marketing Campaigns.” Journal of Business Research 57 ( 6 ): 635 – 40 .
   Web of Science ®Google Scholar
• Pracejus , J. W. , G. D. Olsen , and N. R. Brown ., 2003–2004 . “On the Prevalence and Impact of Vague Quantifiers in the Advertising of Cause-Related Marketing.” Journal of Advertising 32 ( 4 ): 19 – 28 .
   Web of Science ®Google Scholar
• Prysock , M. 2002 . “Charitable Donations Boost the Bottom Line, Image.” Financial Executive 18 ( 8 ): 61 .
   Google Scholar
• Reingold , J. 2005 . “Walking the Walk.” Fast Company November : 80 – 85 .
   Google Scholar
• Rifon , N. J. , S. M. Choi , C. S. Trimble , and H. Li . 2004 . “Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsorships.” Journal of Advertising 33 ( 1 ): 29 – 42 .
   Web of Science ®Google Scholar
• Sherry , J. F. 1993 . “Gift Giving in Anthropological Perspective.” Journal of Consumer Research 10 ( September ): 157 – 68 .
   Google Scholar
• Stecklow , S. 2005 . “How Companies Help Charities and Cut Inventory.” Wall Street Journal , December 10 , A1 .
   Google Scholar
• Szykman , L. R. , P. N. Bloom , and J. Blazing . 2004 . “Does Corporate Sponsorship of a Socially-Oriented Message Make a Difference? An Investigation of the Effects of Sponsorship Identity on Responses to an Anti-Drinking-and-Driving Message.” Journal of Consumer Psychology 14 ( 1&2 ): 13 – 20 .
   Web of Science ®Google Scholar
• Tangari , A. H. , J. A. G. Folse , S. Burton , and J. Kees . 2010 . “The Moderating Influence of Consumers’ Temporal Orientation on the Framing of Societal Needs and Corporate Responses in Cause-Related Marketing Campaigns.” Journal of Advertising 39 ( 2 ): 35 – 50 .
   Web of Science ®Google Scholar
• Van de Brink , D. , G. Odekerken-Schroder , and P. Pauwels . 2006 . “The Effect of Strategic and Tactical Cause-Related Marketing on Consumers’ Brand Loyalty.” Journal of Consumer Marketing 23 ( 1 ): 15 – 25 .
   Google Scholar
• Varadarajan , P. R. , & A. Menon . 1988 . “Cause Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy.” Journal of Marketing 52 ( January ): 58 – 74 .
   Google Scholar
• Youn , S. , & H. Kim . 2008 . “Antecedents of Consumer Attitudes Toward Cause-Related Marketing.” Journal of Advertising Research 48 ( 1 ): 123 – 37 .
   Web of Science ®Google Scholar