Cause Marketing Effectiveness and the Moderating Role of Price Discounts

  title={Cause Marketing Effectiveness and the Moderating Role of Price Discounts},
  author={Michelle Andrews and X. Luo and Z. Fang and J. Aspara},
  journal={Journal of Marketing},
  pages={120 - 142}
  • Michelle Andrews, X. Luo, +1 author J. Aspara
  • Published 2014
  • Business
  • Journal of Marketing
  • Can cause marketing (CM) be effective? If so, do price discounts moderate CM effectiveness? Despite the prevalence of linking product sales with donations to charity, field evidence of CM effectiveness is lacking. This is of particular concern for managers who wonder whether the findings of laboratory experiments extend to actual consumer purchases. Using large-scale randomized field experiments with more than 17,000 consumers, this research documents that CM can significantly increase consumer… CONTINUE READING
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