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Journal Article

A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned

Deborah J. Webb and Lois A. Mohr
Journal of Public Policy & Marketing
Vol. 17, No. 2 (Fall, 1998), pp. 226-238
Stable URL: http://www.jstor.org/stable/30000773
Page Count: 13
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned
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Abstract

Although cause-related marketing has become increasingly popular, academic researchers have only begun to examine how consumers respond to it. In this study, the authors explore in depth how consumers think and feel about cause-related marketing. They develop a framework of consumer responses that includes a typology of consumers. The authors also discuss implications for research, business and nonprofit marketing, and public policy.

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