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Advances in Psychological Science    2019, Vol. 27 Issue (4) : 737-747     DOI: 10.3724/SP.J.1042.2019.00737
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The influence of cause-related marketing on consumers' attitude and its theoretical explanation
LUO Ziwei1,2,Lü Linxiang2()
1 The Institute of Enterprise Development
2 School of Management, Jinan University, Guangzhou 510632, China
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Abstract  

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.

Keywords cause-related marketing      consumer attitude      corporate social responsibility     
ZTFLH:  B849: F713.55  
Corresponding Authors: Linxiang Lü     E-mail: lvlinxiang@126.com
Issue Date: 22 February 2019
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Ziwei LUO,Linxiang Lü. The influence of cause-related marketing on consumers' attitude and its theoretical explanation[J]. Advances in Psychological Science, 2019, 27(4): 737-747.
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http://journal.psych.ac.cn/xlkxjz/EN/10.3724/SP.J.1042.2019.00737     OR     http://journal.psych.ac.cn/xlkxjz/EN/Y2019/V27/I4/737
  
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