The increasing reliance on news articles and advertising to communicate cause-related marketing (CRM) initiatives highlights a critical gap in understanding their effects on brand equity, especially post-natural disasters. This study investigates the role of brand resonance as a mediator and...

This research develops and validates scales based on the theory of planned behavior (TPB) to measure purchase intention towards products associated with cause-related marketing (CRM) campaigns in the South Asian context. Despite few studies using global measures of TPB in specific contexts to...

This study examines how companies can better manage consumer attributions (ie, perceived company underlying motives) to corporate social responsibility (CSR) through CSR-related com-munications. Specifically, the article focuses on cause-related marketing (CRM) initiatives and investigates how...

This article adds to extant research by investigating the association between consumers’ attitudes towards cause-related marketing (CRM) and brand resonance during Covid-19 crisis. It specifically proposes the moderating effect of advertising and news articles’ effectiveness in the indirect...

A popular form of cause marketing (CM) that has recently emerged is one requiring the consumer to perform a prescribed behavior - such as providing a product review or uploading a picture on social media alongside a hashtag - to trigger a donation from the firm to the charitable cause. While...