Consumer perceptions of organizations that use cause-related marketing

John K. Ross, Larry T. Patterson, Mary Ann Stutts

Journal of the Academy of Marketing Science · 1992 · Volume 20 · Issue 1

Abstract

This study investigates gender and proximity effects in cause-related marketing (CRM). Attitudes of a cross-sectional sample of adult consumers were analyzed Females were more favorably inclined than males toward firms that employ cause-related marketing. The hypothesized proximity effect was nonsignificant.

Keywords

Prosocial Behavior, Proximity Effect, Traditional Manner, Corporate Philanthropy, Consumer Perception

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