Purpose – This study, conducted in Norway, aims to investigate whether increasing consumers' familiarity by repeating cause related marketing (CRM) claims helps in reducing their skepticism towards CRM campaigns. It also seeks to test whether the relationship between familiarity and skepticism...

The significant body of published work in global advertising literature focuses on the standardization and localization of the advertising campaign from a marketing strategy perspective without much concern regarding consumers’ response. In this research, this gap is addressed by gauging...

Report on the findings of two studies—one German/Swiss, the other US‐conducted among advertising/marketing leaders into the prominent role of consumer activist groups. Presents views on these groups and the future direction of their regulatory efforts. Reveals that these organizations are...