Consumer perceptions of organizations that use cause-related marketing
Journal of the Academy of Marketing SciencePublished 1 December 1992
John Ross, Larry T. Patterson, Mary Ann Stutts
Citations435
SJR quartileQ1
SJR score6.90
SNIP4.39
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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.
Keywords
Business, Management and Accounting
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