Tactical Considerations For The Effective Use Of Cause-Related Marketing

Abstract

This study measured how consumers feel about firms that use cause-related marketing (CRM) and the charitable organizations that benefit from CRM. Respondents (N=225) were interviewed concerning cause-related marketing campaigns. Most respondents felt CRM was a good way to raise money for the cause, had purchased a product to help support a cause, and expressed favorable attitudes toward both the firm and the charitable organization. Women had more favorable attitudes toward both the firm and the cause than did males.