Study Presents Three Key Factors for Cause Marketing Success

Study Presents Three Key Factors for Cause Marketing Success, Nonprofit Quarterly, The – Online, Aug. 24, 2012. Authors write about cause marketing (CM) campaigns that allow the consumers to pick the causes. The authors suggest that offering consumers choice of a cause increases their willingness to pay for products and purchase likelihood and improves consumer attitude toward the company. Stefanie Rosen Robinson, business management, featured.