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Consumer perceptions of organizations that use cause-related marketing

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Abstract

This study investigates gender and proximity effects in cause-related marketing (CRM). Attitudes of a cross-sectional sample of adult consumers were analyzed Females were more favorably inclined than males toward firms that employ cause-related marketing. The hypothesized proximity effect was nonsignificant.

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Authors and Affiliations

  1. Southwest Texas State University, Texas, USA

    John K. Ross, Larry T. Patterson & Mary Ann Stutts

Authors
  1. John K. Ross
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  2. Larry T. Patterson
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  3. Mary Ann Stutts
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Ross, J.K., Patterson, L.T. & Stutts, M.A. Consumer perceptions of organizations that use cause-related marketing. JAMS 20, 93–97 (1992). https://doi.org/10.1007/BF02723480

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  • DOI: https://doi.org/10.1007/BF02723480

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