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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
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/30000773
Page Count: 13
You can always find the topics here!Topics: Marketing, Business structures, Cultural resource management, Consumer goods industries, Nonprofit organizations, Consumer research, Sumer, Depth interviews, Purchasing, Public policy
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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.
Journal of Public Policy & Marketing © 1998 American Marketing Association