This article surveys the theoretical and empirical literature on the economics of advertising during the last decade The survey notes several promising advances in theoretical modeling of the role of advertising in consumer choice and social welfare Numerous empirical investigations of food and...

This study clarifies consumers' defense mechanisms and message elaboration to highlight the connection between consumer engagement with messages and brand success. Two eye-tracking experiments tested whether skepticism toward companies' cause-related marketing (CRM) initiatives would lead to...

Cause-related marketing (CRM) skepticism significantly affects consumers' attitudes and behavioral intentions. Thus, this study draws from construal-level theory to identify how the mediating role of message engagement curbs CRM skepticism. An online experiment indicated that matching skeptical...

The purpose of the study is to contribute in the literature of Corporate Social Responsibility (CSR) by analyzing how well the customers identifies themselves with the ethics and values of the company i.e. various CSR activities (Sponsorship, Cause-Related Marketing and Philanthropy) and its...

Increasing competition in the marketplace makes it difficult to differentiate brand based on the traditional attributes such as price and quality alone. Other attributes of a brand such as ethical and compassionate are becoming more important. “Good” brand or brand that is associated with...

Um erfolgreich im Wettbewerbsfeld zu bestehen, wurde bereits vor mehr als 25 Jahren in den USA Cause-Related Marketing erstmals eingesetzt. Cause-Related Marketing soll die ökonomischen Ziele und die gesellschaftliche Verantwortung eines Unternehmens miteinander verbinden. Gleichzeitig ist...