Cause marketing: a new direction in the marketing of corporate responsibility
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
:MCB UP Ltd
Copyright © 1991, MCB UP Limited