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

Scott M. Smith (Professor of Marketing and Director of the Institute of Business Management in the Marriott School of Management at Brigham Young University)
David S. Alcorn (President of Alcorn, Carr, and Associates)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 March 1991

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.

Keywords

Citation

Smith, S.M. and Alcorn, D.S. (1991), "Cause marketing: a new direction in the marketing of corporate responsibility", Journal of Consumer Marketing, Vol. 8 No. 3, pp. 19-35. https://doi.org/10.1108/07363769110035054

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited