The Effect of Promotional Format, Message Framing, and Psychological Distance on Perception and Engagement of Cause-related Marketing

Aims: This research provides a unique lens by offering more comprehensive consideration of cause-related marketing (CRM) campaign effectiveness. Specifically, we propose that the relative effectiveness contribution type (monetary vs. in-kind) may hinge upon message framing (loss gain-framed).
 Study Design: Integrating construal level and prospect theories with related CRM, framing, psychological distance literatures lead to propositions.
 Methodology: Literature reviews were first conducted. Rationalized on theory, multiple propositions effect different types are presented. The relationships among these concepts proposed have significant positive effects CRM promotional campaigns based literature reviewed.
 Conclusion: model not only advances collective knowledge theory literatures, making theoretical specifically in field, but also should provide important insights guide practices.