Cited by 265Corporate Social Responsibility and SustainabilityConsumer Behavior in Brand Consumption and IdentificationCorporate Social Responsibility Reporting

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Cause marketing: a new direction in the marketing of corporate responsibility

Smith, Scott M., Alcorn, David S.·1991·Journal of Consumer Marketing

DOI 10.1108/07363769110035054

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Abstract

Reports on recent marketing strategies that simultaneously demonstrate a sense of social responsibility and satisfies shareholders′ demands for increased profits and market share, also known as cause marketing. Discusses the implementation of cause marketing through three forms of corporate sponsorship and examines consumer motivations and cause marketing strategies. Presents a study on consumer attitudes towards altruism and cause marketing segmentation with coupons. Provides managerial implications and recommendations for implementing strategies.

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Authors: Smith, S. M., & Alcorn, D. S.
Affiliations: Brigham Young University (US)
ORCID: Smith, Scott M.
Venue: Journal of Consumer Marketing
Publisher: Emerald
Published: 1991-03-01
Volume: 8
Issue: 3
Pages: 19-35
ISSN: 0736-3761 (ISSN-L)
DOI: 10.1108/07363769110035054
OpenAlex: W2097067870
Cited by: 265
References: 11
Citations by year: 2026: 3 · 2025: 6 · 2024: 4 · 2023: 8 · 2022: 9 · 2021: 7 · 2020: 10 · 2019: 15 · 2018: 11 · 2017: 13 · 2016: 25 · 2015: 12 · 2014: 15 · 2013: 12 · 2012: 13
FWCI: 0.74
Type: journal article
Language: en
Open access: closed
Licence: www.emerald.com/insight/site-policies (tdm)
Locations: Journal of Consumer Marketing (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Corporate Social Responsibility and Sustainability
Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Social Sciences › Business, Management and Accounting › Strategy and Management › Corporate Social Responsibility Reporting
Keywords: cause-related marketing, corporate social responsibility, corporate sponsorship, consumer motivation, altruism, coupons, consumer attitudes, shareholder demands, corporate marketing strategy

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Cause marketing: a new direction in the marketing of corporate responsibility

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