Ferguson, Rick; Goldman, Sharon M. - In: Journal of Consumer Marketing 27 (2010) 3, pp. 283-287
Purpose – This paper seeks to encourage loyalty marketers to embrace cause‐related marketing. Design …/methodology/approach – The paper explores companies which have used or are using cause‐related marketing, from McDonald's 1984‐established Ronald … and advertising and should set aside more for a “good cause”. Even during a recession, the study adds, 80 percent of …