Cause-Related Marketing Campaigns: Mutually Beneficial Or Risky For Charities?

Marijke C. Leliveld, University of Groningen, The Netherlands
Jan-Willem Bolderdijk, University of Groningen, The Netherlands
Rowan Blinde-Leerentveld, University of Groningen, The Netherlands
Cause-related marketing campaigns are meant to be mutually beneficial: charities generate additional revenues, while commercial parties can signal ethical concern. Three studies, however, suggest that employment of commercial tactics by charities are deemed as inappropriate by consumers. Who initiates the campaign therefore strongly influences its evaluation.
[ to cite ]:
Marijke C. Leliveld, Jan-Willem Bolderdijk, and Rowan Blinde-Leerentveld (2015) ,"Cause-Related Marketing Campaigns: Mutually Beneficial Or Risky For Charities?", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 609-609.