The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned
Abstract
Although cause-related marketing has become increasingly popular, academic researchers have only begun to examine how consumers respond to it. In this study, the authors explore in depth how consumers think and feel about cause-related marketing. They develop a framework of consumer responses that includes a typology of consumers. The authors also discuss implications for research, business and nonprofit marketing, and public policy.
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Citations
Cites
Cause marketing: a new direction in the marketing of corporate responsibility
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Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication
Du, S., Bhattacharya, C. B., & Sen, S. (2010) · International Journal of Management Reviews · doi:10.1111/j.1468-2370.2009.00276.x · Cited by 2,633
Barnett, M. L. (2007) · Academy of Management Review · doi:10.5465/amr.2007.25275520 · Cited by 2,060
Corporate Social Responsibility and Marketing: An Integrative Framework
Maignan, I., & Ferrell, O. C. (2004) · Journal of the Academy of Marketing Science · doi:10.1177/0092070303258971 · Cited by 1,873
Building Corporate Associations: Consumer Attributions for Corporate Socially Responsible Programs
Ellen, P. S. (2006) · Journal of the Academy of Marketing Science · doi:10.1177/0092070305284976 · Cited by 1,591
The Effect of Corporate Social Responsibility (CSR) Activities on Companies With Bad Reputations
Yoon, Y., Gürhan‐Canli, Z., & Schwarz, N. (2006) · Journal of Consumer Psychology · doi:10.1207/s15327663jcp1604_9 · Cited by 1,429
Reaping relational rewards from corporate social responsibility: The role of competitive positioning
Du, S., Bhattacharya, C. B., & Sen, S. (2007) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2007.01.001 · Cited by 1,295
When Is Honesty the Best Policy? The Effect of Stated Company Intent on Consumer Skepticism
Foreh, M. R., & Grier, S. (2003) · Journal of Consumer Psychology · doi:10.1207/s15327663jcp1303_15 · Cited by 1,003
Nyilasy, G., Gangadharbatla, H., & Paladino, A. (2014) · Journal of Business Ethics · doi:10.1007/s10551-013-1944-3 · Cited by 815
Charitable programs and the retailer: do they mix?
Ellen, P. S., Mohr, L. A., & Webb, D. J. (2000) · Journal of Retailing · doi:10.1016/s0022-4359(00)00032-4 · Cited by 809
Self-citationConsequences of “greenwashing”: Consumers’ reactions to hotels’ green initiatives
Rahman, I., Park, J., & Chi, C. G.-Q. (2015) · International Journal of Contemporary Hospitality Management · doi:10.1108/ijchm-04-2014-0202 · Cited by 357
Alcañiz, E. B., Cáceres, R. C., & Pérez, R. C. (2010) · Journal of Business Ethics · doi:10.1007/s10551-010-0461-x · Cited by 291
Shim, K., & Yang, S.-U. (2016) · Public Relations Review · doi:10.1016/j.pubrev.2015.11.009 · Cited by 207
“Webb and Mohr (1998) also found that the duration of CSR for a social cause influenced public evaluation of altruistic motives in CSR.”
BackgroundPracejus, J. W., Olsen, G. D., & Brown, N. R. (2003) · Journal of Advertising · doi:10.1080/00913367.2003.10639146 · Cited by 196
Kim, H., Hur, W.-M., & Yeo, J. (2015) · Sustainability · doi:10.3390/su7043683 · Cited by 166
“Consumers are often unconvinced about such a practice because they believe that it mainly comes from egoistic motivations rather than genuine stakeholder-driven motivations [27].”
BackgroundConstructing a Corporate Social Responsibility Reputation Using Corporate Image Advertising
Pomering, A., & Johnson, L. W. (2009) · Australasian Marketing Journal · doi:10.1016/j.ausmj.2009.05.006 · Cited by 144
Orazi, D. C., & Chan, E. Y. (2020) · Journal of Business Ethics · doi:10.1007/s10551-018-4028-6 · Cited by 84
(2009) · K-State Research Exchange (Kansas State University) · Cited by 13
Metadata
- Authors
- Webb, D. J., & Mohr, L. A.
- Venue
- Journal of Public Policy & Marketing
- Publisher
- SAGE Publications
- Published
- 1998-09
- Volume
- 17
- Issue
- 2
- Pages
- 226-238
- ISSN
- 0743-9156 (ISSN-L)
- 1547-7207
- OpenAlex
- W2908714538
- Cited by
- 876
- References
- 1
- FWCI
- 17.26
- Type
- journal article
- Language
- en
- Open access
- closed
- Licence
- journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
