Overcoming the Cause Marketing Paradox

• Published in: Asia Marketing Journal (Online) Vol. 19; no. 3; pp. 1 - 17
• Main Authors: Shinhyoung Lee, Youjae Yi
• Format: Journal Article
• Language: English
• Published: 한국마케팅학회AMJ 01.10.2017; Korean Marketing Association
• Subjects: cause marketing; cause marketing paradox; charitable giving; happiness; nostalgia; nostalgia; charitable giving; cause marketing; happiness; cause marketing paradox

The current research examines whether and when cause marketing, whereby firms link product sales to the support of a charity or cause, can increase charitable giving and happiness. Previous research suggests that cause marketing might reduce charitable giving and happiness among consumers. However,...