Antecedents of Consumer Attitudes toward Cause-Related Marketing

Using a nationally representative sample, this study demonstrated the importance of psychographics in profiling cause-related marketing advocates.

Antecedents of Consumer Attitudes toward Cause-Related Marketing

Seounmi YounEmerson CollegeHyuksoo KimEmerson College


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...

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