Reports on recent marketing strategies that simultaneouslydemonstrate a sense of social responsibility and satisfies shareholdersdemands for increased profits and market share, also known as causemarketing. Discusses the implementation of cause marketing through threeforms of corporate sponsorship and examines consumer motivations andcause marketing strategies. Presents a study on consumer attitudestowards altruism and cause marketing segmentation with coupons. Providesmanagerial implications and recommendations for implementing strategies.
Journal of Consumer Marketing – Emerald Publishing
Published: Mar 1, 1991