Antecedents of Consumer Attitudes toward Cause-Related Marketing
Seounmi YounEmerson CollegeHyuksoo KimEmerson CollegeINTRODUCTION
The use of cause-related marketing as a marketing platform has been progressively employed by companies, as consumers increasingly value corporate support of social causes (Cone, Feldman, and DaSilva, 2003; Webster, 2005a). According to the IEG Sponsorship report (IEG, 2005), marketers invested $1.11 billion on cause-related marketing sponsorships and activation in 2005 and are projected to spend $1.34 billion on cause sponsorships in 2006, a 20.5 percent increase since 2005. This projection indicates that cause-related marketing is the fastest...