Missing ingredients in cause-related advertising: the right formula of execution style and cause framing
Chun-Tuan Chang
National Sun Yat-sen University
Because of increasing public concern over social and environmental matters, many companies have begun to affiliate their products with a range of popular causes related to social and ecological issues. Partnerships between product and cause are referred to as cause-related marketing (CRM) (Varadarajan & Menon 1988). It is based on the idea of profit-motivated giving and can be viewed as the confluence of smart business and corporate charity (Varadarajan & Menon 1988). The term CRM was coined by American Express...