Cause-related marketing is an important strategy to combine the fulfillment of corporate social responsibility with the improvement of brand image. If a company engage in cause-related activities, the consumers of the company will have the opportunities to participate in philanthropic events when consumption. Base on the current state of knowledge regarding the domain of cause-related marketing, we found that attribution theory, stimulus-organism-response (SOR) theory, self-signaling theory, and balance theory can be used to explain the effects and mechanisms of cause-related marketing on consumer attitude. Future research should further explore new independent variables from the perspective of cause-related marketing that affects consumer attitude, the effect of cause-related marketing from consumer perspective, and even new mechanisms that underlying cause-related marketing effect on consumers' attitude.
骆紫薇,吕林祥. (2019). 善因营销对消费者态度的影响及其理论解释. 心理科学进展, 27(4), 737-747.
LUO Ziwei,Lü Linxiang. (2019). The influence of cause-related marketing on consumers' attitude and its theoretical explanation. Advances in Psychological Science, 27(4), 737-747.
Andrews M., Luo X. M., Fang Z., & Aspara J . ( 2014). Cause marketing effectiveness and the moderating role of price discounts. Journal of Marketing, 78, (6), 120-142.
Aquino K., Freeman D., Reed Ii A., Lim V. K. G., & Felps W . ( 2009). Testing a social-cognitive model of moral behavior: The interactive influence of situations and moral identity centrality. Journal of Personality and Social Psychology, 97, (1), 123-141.
Baghi I., Rubaltelli E., & Tedeschi M . ( 2009). A strategy to communicate corporate social responsibility: Cause related marketing and its dark side. Corporate Social Responsibility and Environmental Management, 16, (1), 15-26.
Barclay P . ( 2006). Reputational benefits for altruistic punishment. Evolution and Human Behavior, 27, (5), 325-344.
Barone M. J., Miyazaki A. D., & Taylor K. A . ( 2000). The influence of cause-related marketing on consumer choice: Does one good turn deserve another?. Journal of the Academy of Marketing Science, 28, (2), 248-262.
Barone M. J., Norman A. T., & Miyazaki A. D . ( 2007). Consumer response to retailer use of cause-related marketing: Is more fit better? . Journal of Retailing, 83, (4), 437-445.
Basil D.Z., &Herr P.M . ( 2006). Attitudinal balance and cause-related marketing: An empirical application of balance theory. Journal of Consumer Psychology, 16, (4), 391-403.
Bester S., &Jere M.G . ( 2012). Cause-related marketing in an emerging market: Effect of cause involvement and message framing on purchase intention. Journal of Database Marketing and Customer Strategy Management, 19(4), 286-293.
Blau P.M . ( 1964). Exchange and power in social life. New York:Wiley.
Chang C.T., &Cheng Z.H . ( 2015). Tugging on heartstrings: Shopping orientation, mindset, and consumer responses to cause-related marketing. Journal of Business Ethics, 127, (2), 337-350.
Chowdhury T.G., &Khare A. ( 2011). Matching a cause with self-schema: The moderating effect on brand preferences. Psychology & Marketing, 28, (8), 825-842.
Elving W. J.L . ( 2013). Scepticism and corporate social responsibility communications: The influence of fit and reputation. Journal of Marketing Communications, 19, (4), 277-292.
Eroglu S. A., Machleit K. A., & Davis L. M . ( 2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & Marketing, 20, (2), 139-150.
Folse J. A. G., Niedrich R. W., & Grau S. L . ( 2010). Cause-relating marketing: The effects of purchase quantity and firm donation amount on consumer inferences and participation intentions. Journal of Retailing, 86, (4), 295-309.
Gneezy A., Gneezy U., Riener G., & Nelson L. D . ( 2012). Pay-what-you-want, identity, and self-signaling in markets. Proceedings of the National Academy of Sciences of the United States of America, 109, (19), 7236-7240.
Grau S.L., &Folse J. A.G . ( 2007). Cause-related marketing (CRM). Journal of Advertising, 36, (4), 19-33.
Griskevicius V., Tybur J. M., & Van, Den. Bergh. B . ( 2010). Going green to be seen: Status, reputation, and conspicuous conservation. Journal of Personality and Social Psychology, 98, (3), 392-404.
Grohmann B., &Bodur H.O . ( 2015). Brand social responsibility: Conceptualization, measurement, and outcomes. Journal of Business Ethics, 131, (2), 375-399.
Grolleau G., Ibanez L., & Lavoie N . ( 2016). Cause-related marketing of products with a negative externality. Journal of Business Research, 69, (10), 4321-4330.
Guerreiro J., Rita P., & Trigueiros D . ( 2015). Attention, emotions and cause-related marketing effectiveness. European Journal of Marketing, 49, (11-12), 1728-1750.
Guerreiro J., Rita P., & Trigueiros D . ( 2016). A text mining-based review of cause-related marketing literature. Journal of Business Ethics, 139, (1), 111-128.
Hanks L., Line N. D., & Mattila A. S . ( 2016). The impact of self-service technology and the presence of others on cause-related marketing programs in restaurants. Journal of Hospitality Marketing & Management, 25, (5), 547-562.
He H. W., Zhu W. C., Gouran D., & Kolo O . ( 2016). Moral identity centrality and cause-related marketing: The moderating effects of brand social responsibility image and emotional brand attachment. European Journal of Marketing, 50, (1-2), 236-259.
Heider F. . ( 1958). The psychology of interpersonal relations. New York: Wiley.
Hou J. D., Du L.Y., & Li J. F . ( 2008). Cause's attributes influencing consumer's purchasing intention: Empirical evidence from china. Asia Pacific Journal of Marketing and Logistics, 20, (4), 363-380.
Huertas-García R., Lengler J., & Consolación-Segura C . ( 2017). Co-branding strategy in cause-related advertising: The fit between brand and cause. Journal of Product & Brand Management, 26, (2), 135-150.
Kerra A.H., &Das N. ( 2013). Thinking about fit and donation format in cause marketing: The effects of need for cognition. Journal of Marketing Theory & Practice, 21, (1), 103-112.
Kim J.E., &Johnson K. K.P . ( 2013). The impact of moral emotions on cause-related marketing campaigns: A cross- cultural examination. Journal of Business Ethics, 112, (1), 79-90.
Koschate-Fischer N., Stefan I. V., & Hoyer W. D . ( 2012). Willingness to pay for cause-related marketing: The impact of donation amount and moderating effects.[J] ournal of Marketing Research, 49, (6), 910-927.
Lacetera N., &Macis M. ( 2010). Do all material incentives for pro-social activities backfire? The response to cash and non-cash incentives for blood donations. Journal of Economic Psychology, 31, (4), 738-748.
Lafferty B.A . ( 2007). The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60, (5), 447-453.
Lafferty B. A., Lueth A. K., & Mccafferty R . ( 2016). An evolutionary process model of cause-related marketing and systematic review of the empirical literature. Psychology & Marketing, 33, (11), 951-970.
Luo X.M., &Bhattacharya C.B . ( 2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70, (4), 1-18.
Madrigal R., &Boush D.M . ( 2008). Social responsibility as a unique dimension of brand personality and consumers' willingness to reward. Psychology & Marketing, 25, (6), 538-564.
Mcwilliams A., &Siegel D. ( 2001). Corporate social responsibility: A theory of the firm perspective. Academy of Management Review, 26, (1), 117-127.
Mohr L. A., Webb D. J., & Harris K. E . ( 2001). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior. Journal of Consumer Affairs, 35, (1), 45-72.
Moosmayer D.C., &Fuljahn A. ( 2010). Consumer perceptions of cause related marketing campaigns. Journal of Consumer Marketing, 27, (6), 543-549.
Moosmayer D.C., &Fuljahn A. ( 2013). Corporate motive and fit in cause related marketing. Journal of Product & Brand Management, 22, (3), 200-207.
Müller S. S., Fries A. J., & Gedenk K . ( 2014). How much to give? — The effect of donation size on tactical and strategic success in cause-related marketing. International Journal of Research in Marketing, 31, (2), 178-191.
Namkung Y., &Jang S.C . ( 2010). Effects of perceived service fairness on emotions, and behavioral intentions in restaurants. European Journal of Marketing, 44, (9-10), 1233-1259.
Pharr J.R., &Lough N.L . ( 2012). Differentiation of social marketing and cause-related marketing in us professional sport. Sport Marketing Quarterly, 21, (2), 91-103.
Porter M.E., &Kramer M.R . ( 2011). The big idea: Creating shared value. How to reinvent capitalism—and unleash a wave of innovation and growth. Harvard Business Review, 89, (1-2), 62-77.
Rifon N. J., Choi S. M., Trimble C. S., & Li H. R . ( 2004). Congruence effects in sponsorship: The mediating role of sponsor credibility and consumer attributions of sponsor motive. Journal of Advertising, 33(1), 29-42.
Ryan R.M., &Deci E.L . ( 2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. The American Psychologist, 55, (1), 68-78.
Savary J., Goldsmith K., & Dhar R . ( 2015). Giving against the odds: When tempting alternatives increase willingness to donate. Journal of Marketing Research, 52, (1), 27-38.
Singh S., Kristensen L., & Villaseñor E . ( 2009). Overcoming skepticism towards cause related claims: The case of Norway. International Marketing Review, 26, (3), 312-326.
Torelli C. J., Monga A. B., & Kaikati A. M . ( 2012). Doing poorly by doing good: Corporate social responsibility and brand concepts.[J] ournal of Consumer Research, 38, (5), 948-963.
Vanhamme J., Lindgreen A., Reast J., & Popering N. V . ( 2012). To do well by doing good: Improving corporate image through cause-related marketing. Journal of Business Ethics, 109, (3), 259-274.
Varadarajan P.R., &Menon A. ( 1988). Cause-related marketing: A coalignment of marketing strategy and corporate philanthropy. Journal of Marketing, 52, (3), 58-74.
Winterich K.P., &Barone M. ( 2011). Warm glow or cold, hard cash? Social identity effects on consumer choice for donation versus discount promotions. Journal of Marketing Research, 48, (5), 855-868.
Youn S., &Kim H. ( 2018). Temporal duration and attribution process of cause-related marketing: Moderating roles of self-construal and product involvement. International Journal of Advertising, 37, (2), 217-235.
Zdravkovic S., Magnusson P., & Stanley S. M . ( 2010). Dimensions of fit between a brand and a social cause and their influence on attitudes. International Journal of Research in Marketing, 27, (2), 151-160.