Message matching refers to the design and distribution of persuasive messages such that
message features (eg, the themes emphasized) align with characteristics of the target …

Cause‐related marketing (CRM) is almost ubiquitous as brands of all price points participate
in this marketing strategy in the United States and internationally, as well. The value that …

Purpose The purpose of this paper is to construct a conceptual framework of the effects of
customer engagement on cause-related marketing (CRM), with the goal of providing a solid …

Purpose Limited research has explored why and how cause-related marketing on social
media influences consumers' responses. Drawing upon balance theory and consistency …

This paper presents an integrative review of the literature on cause-related marketing (CRM)
persuasion research (ie studies of how CRM influences evaluations of the partner brand) …

This note examines an unexplored area of cause-related marketing: the influence of the
cause category on consumer perceptions. The experiment shows that the four cause …

Building brand equity is a key objective for a range of communication activities; however,
greater understanding is required on how different communication options compare in their …

Purpose This study aims to investigate how gratitude, as compared to pride, can leverage
the effectiveness of cause-related marketing, particularly a donation-based promotion …

Background In recent years, technological advancements have increased the importance of
innovation activities. Therefore, firms invest millions of dollars in innovation activities to …

The idea that individuals can create a new beginning, known as the fresh start mindset, is
deeply embedded in American culture. This mindset represents an accessible, shared …