Cause-related marketing: How generation Y responds

International Journal of Retail & Distribution Management

Volumn 31, Issue 6, 2003, Pages 310-320

  Cui, Yanli ^a   Trent, Elizabeth S ^b   Sullivan, Pauline M ^c   Matiru, Grace N ^d  

^a UNIVERSITY OF ILLINOIS AT CHICAGO   (United States)

^b UNIVERSITY OF VERMONT   (United States)

^c UNIVERSITY OF NORTH TEXAS   (United States)

^d Independent Consultant   (Saint Vincent and the Grenadines)

Author keywords

Cause marketing; Consumer behaviour; Research; Retailing

Indexed keywords

EID: 84986021472     PISSN: 09590552     EISSN: None     Source Type: Journal    
DOI: 10.1108/09590550310476012     Document Type: Article

References (42)

1. Adkins, S. (1999), Cause-related Marketing: Who Cares Wins, Butterworth-Heinemann, Woburn, MA.
2. Andreasen, A.R. (1996), “Cause-related marketing – salvation or quicksand for non-profits?”, Harvard Business Review, Vol. 74 No. 6, pp. 47-56.
3. Arlow, P. (1991), “Personal characteristics in college students’ evaluation of business ethics and corporate social responsibility”, Journal of Business Ethics, Vol. 10, pp. 63-9.
4. Barone, M.J., Miyazaki, A.D. and Taylor, K.A. (2000), “The influence of CRM on consumer choice: does one good turn deserve another?”, Journal of the Academy of Marketing Science, Vol. 28 No. 2, pp. 248-62.
5. Berger, I.E., Cunningham, P.H. and Kozinets, R.V. (1996), “The processing of cause-related marketing claims: cues, biases, or motivators?” in Droge, C. and Calantone, R. (Eds), AMA Summer Educators Conference: Enhancing Knowledge Development in Marketing, Vol. 5, p. 72.
6. Boniface, D.R. (1995), Experimental Design and Statistical Methods for Behavioral and Social Research, Chapman & Hall, London.
7. Business in the Community (1996), “The winning game”, available at: www.crm.org.uk/step1/step2/publications/corpsurvey.htm
8. Business in the Community (1998), “The corporate survey II”, available at: www.crm.org.uk/step1/step2/publications/compsurvey.htm
9. Cone, Inc. (1999), The 1999 Cone/Roper Cause-Related Trends Report: The Evolution of Cause Branding SM, Boston, MA, 8 March.
10. Cone, Inc. (2000), The 2000 Cone/Roper Cause-Related Teen Survey, Boston, MA, 22 August.
11. Dahl, D.W. and Lavack, A.M. (1995), “Cause-related marketing: impact of size of corporate donation and size of cause-related promotion on consumer perceptions and participation”, Proceedings of the American Marketing Association Winter Educators’ Conference, pp. 476-81.
12. Davidson, J. (1994), “The case for corporate cooperation in community affairs”, Business and Society Review, No. 90, Summer, pp. 29-30.
13. Drumwright, M.E. (1996), “Company advertising with a social dimension: the role of non-economic criteria”, Journal of Marketing, Vol. 60 No. 4, pp. 71-87.
14. Dwyer, F.R., Schurr, P.H. and Oh, S. (1987), “Developing buyer-seller relationships”, Journal of Marketing, Vol. 51 No. 2, pp. 11-27.
15. Ellen, P.S., Mohr, L.A. and Webb, D.J. (1997), “Can retailers benefit from cause marketing? Consumer responses to different promotional offers”, working paper, Georgia State University, Atlanta, GA.
16. Ellen, P.S., Mohr, L.A. and Webb, D.J. (2000), “Charitable programs and the retailer: do they mix?”, Journal of Retailing, Vol. 76 No. 3, pp. 393-406.
17. Fiske, C.A. (1997), “Understanding the effects of cause-related advertising on consumer attitudes”, PhD dissertation, University of South Carolina, Columbia, SC.
18. Folkes, V.S. (1984), “Consumer reactions to product failure: an attributional approach”, Journal of Consumer Research, Vol 10, March, pp. 398-409.
19. Keating, L. (2000), “The in crowd: retail rushes to keep pace with Generation Y”, Shopping Center World, Vol. 29 No. 5, pp. 160-210.
20. Lafferty, B.A. (1996), “Cause-related marketing: does the cause make a difference in consumers’ attitudes and purchase intentions toward the product?”, working paper, Department of Marketing, Florida State University, Tallahassee, FL.
21. Ligos, M. (1999), “Mall rats with a social conscience”, Sales and Marketing Management, Vol. 151 No. 11, p, 115.
22. Lowe's Company, Inc. (2000), “Lowe's and its customers rally for Kentucky tornado victims”, PR Newswire, 5 January.
23. Manakkalathil, J. and Rudolf, E. (1995), “Corporate social responsibility in a globalizing market”, Advanced Management Journal, Vol. 60, Winter, pp. 29-32.
24. Mohr, L.A. and Bitner, M.J. (1995), “The role of employee effort in satisfaction with service transactions”, Journal of Business Research, Vol. 32, March, pp. 239-52.
25. Mullen, J. (1997), “Performance-based corporate philanthropy: how ‘giving smart’ can further corporate goals”, Public Relations Quarterly, Vol. 42 No. 2, pp. 42-7.
26. Nayyar, S. (2001), “Inside the mind of Gen Y”, American Demographics, Vol. 23 No. 9. September, p. 6.
27. Nicholls, A.J. (2002), “Strategic options in fair trade retailing”, International Journal of Retail & Distribution Management, Vol. 30 No. 1, pp. 6-17.
28. Nichols, D. (1990), “Promoting the cause”, Incentive, Vol. 164 No. 8, pp. 28-31.
29. Oliver, R.L. and Swan, J.E. (1989), “Equity and disconfirmation perceptions as influences on merchant and product satisfaction”, The Journal of Consumer Research, Vol. 16, December, pp. 372-83.
30. Osgood, C.E. and Tannenbaum, P.H. (1955), “The principle of congruity in the prediction of attitude change”, Psychological Review, Vol. 62, pp. 42-55.
31. Paul, P. (2001), “Getting inside Gen Y”, American Demographics, Vol. 23 No. 9, September, pp. 42-9.
32. Ross, J.K. III, Patterson, L.T. and Stutts, M.A. (1992), “Consumer perceptions of organizations that use cause-related marketing”, Journal of the Academy of Marketing Science, Vol. 20 No. 1, pp. 93-7.
33. Ross, J.K. III, Stutts, M.A. and Patterson, L.T. (1990-1991), “Tactical considerations for the effective use of cause-related marketing”, Journal of Applied Business Research, Vol. 7 No. 2, pp. 58-65.
34. Schiff, A.D. and Bento, R.F. (2000), “The use of financial and non-financial information for evaluating performance: an attributional perspective”, Journal of Applied Business Research, Vol. 16 No. 4, pp. 47-62.
35. Simonin, B.L. and Ruth, J.A. (1998), “Is a company known by the company it keeps? Assessing the spill-over effects of brand alliances on consumer brand attitudes”, Journal of Marketing Research, Vol. 35, pp. 30-42.
36. Skitka, L.J. (1999), “Ideological and attributional boundaries on public compassion: reactions to individuals and communities affected by a natural disaster”, Personality and Social Psychology Bulletin, Vol. 25 No. 7, pp. 792-808.
37. Smith, S.M. and Alcorn, D.S. (1991), “Cause marketing: a new direction in the marketing of corporate responsibility”, The Journal of Consumer Marketing, Vol. 8, Summer, pp. 19-35.
38. USA Today (2000), “Generation Y challenges retailers”, USA Today, Vol. 129 No. 9, December, p. 22.
39. Varadarajan, P.R. and Menon, A. (1988), “Cause-related marketing: a co-alignment of marketing strategy and corporate philanthropy”, Journal of Marketing, Vol. 52, July, pp. 58-74.
40. Webb, D.J. (1999), “Consumer attributions regarding cause-related marketing offers and their impact on evaluations of the firm and purchase intent: an experimental examination”, PhD dissertation, Georgia State University, Atlanta, GA.
41. Webb, D.J. and Mohr, L.A. (1998), “A typology of consumer responses to cause-related marketing: from skeptics to socially concerned”, Journal of Public Policy & Marketing, Vol. 17, Fall, pp. 226-38.
42. Shaw, M. (1999), “GwinEtc: canned-food donations bring rebates”, Atlanta Journal, The Atlanta Constitution, Gwinnett Extra, 7 December, p. 2JJ.