Tackling global challenges through cause-related marketing: How brands should promote their support to social causes

Investigates how consumers respond to guilt-arousing messages in cause-related advertising to provide advise to marketers looking to use this tactic.

Sustainability: Opportunities and challenges for brands

This article is part of a series of articles on sustainability. Read more.

Introduction

Corporate social sustainability characterises considerable investment for companies. As part of their sustainability-related initiatives, companies support global social causes related to, for instance, poverty, environmental change, peace and justic

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