Document Type
Conference Proceeding
Publication Date
2022
Abstract
The link between corporations, their socially responsible activities, and business performance has become irrefutable (Marconi, 2002). Companies grapple with how to successfully implement their socially responsible marketing activities (Marconi, 2002). Corporate social responsibility has various initiatives including corporate philanthropy, corporate statesmanship, through-the-firm giving, and profit motivated giving (Varadarajan & Menon, 1988). Cause-related marketing includes a profit motive (Varadarajan & Menon, 1988). Several studies find cause-related marketing efforts have the potential to affect consumers’ purchase intentions (Webb & Mohr, 1998).
Recommended Citation
Hart, Dawn D. and Johansen, Doug, "Transaction-Based Cause-Related Marketing: The Role of Consumer Trust and Self-congruity on Purchase Intention" (2022). Association of Marketing Theory and Practice Proceedings 2022. 63.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/63
