Purpose: The main purpose of this study is to explore whether the Cause-Related Marketing effects bank’s participation in public welfare activities will have a significant impact on consumers' purchase intentions. In study, consumer's perception marketing effect good causes tested by experimental design method. Theoretical framework: "Cause-Related Marketing", which combines business objectives...

T number of firms carrying a cause-related product has significantly increased in recent years. We consider a duopoly model of competition between firms in two products to determine which products a firm will link to a cause. We first test the behavioral underpinnings of our model in two laboratory experiments to demonstrate the existence of both a direct utility benefit to consumers from cause...

Purpose: Although interest in cause-related marketing has grown steadily since 1998, the field as a whole remains disorganized. Accordingly, this research aims to undertake thorough literature evaluation on CrM. This create comprehensive picture of from 1988 through March 2022 by combining data Scopus and Web Science (WOS). Design/Methodology/Approach: Articles were analysed using bibliometric ...