Moulika Wadhwani
Montfort Senior Secondary School

MLA 8
Wadhwani, Moulika. "Cause Related Marketing: Understanding consumer preferences across the value spectrum for goods." Int. j. of Social Science and Economic Research, vol. 11, no. 7, July 2026, pp. 3283-3293, doi.org/10.46609/IJSSER.2026.v11i07.027. Accessed July 2026.
APA 6
Wadhwani, M. (2026, July). Cause Related Marketing: Understanding consumer preferences across the value spectrum for goods. Int. j. of Social Science and Economic Research, 11(7), 3283-3293. Retrieved from https://doi.org/10.46609/IJSSER.2026.v11i07.027
Chicago
Wadhwani, Moulika. "Cause Related Marketing: Understanding consumer preferences across the value spectrum for goods." Int. j. of Social Science and Economic Research 11, no. 7 (July 2026), 3283-3293. Accessed July, 2026. https://doi.org/10.46609/IJSSER.2026.v11i07.027.

References

[1] . 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.
[2] . Carù, A., & Cova, B. (2003). Revisiting consumption experience: A more humble but complete view of the concept. Marketing theory, 3(2), 267-286.
[3] . Cornwell, T. B., & Coote, L. V. (2005). Corporate sponsorship of a cause: The role of identification in purchase intent. Journal of business research, 58(3), 268-276.
[4] . Durgha Devi, L., & Arumugam, T. (2024). When brands show a human side, hearts open wide! Enhancing prosocial behavior through anthropomorphized brand messaging in cause related marketing. Frontiers in Communication, 9, 1495247.
[5] . Gentile, C., Spiller, N., & Noci, G. (2007). How to sustain the customer experience:: An overview of experience components that co-create value with the customer. European management journal, 25(5), 395-410.
[6] . Gupta, S., & Pirsch, J. (2006). The company?cause?customer fit decision in cause?related marketing. Journal of consumer marketing, 23(6), 314-326.
[7] . Heidarian, E., & Bijandi, M. (2015). The role of cause-related marketing on brand image perception in the Garment industry. International Journal of Academic Research in Business and Social Sciences, 5(6), 416-422.
[8] . H. Hyllegard, K., Paff Ogle, J., & Yan, R. N. (2014). College students’ responses to pros ocial marketing claims on apparel hang tags. Journal of Fashion Marketing and Management, 18(3), 269-283.
[9] . Johnson, C. M., Tariq, A., & Baker, T. L. (2018). From Gucci to green bags: Conspicuous consumption as a signal for pro-social behavior. Journal of Marketing Theory and Practice, 26(4), 339-356.
[10] . Kim, S., Park, K., & Shrum, L. J. (2022). Addressing the cause-related marketing paradox for luxury brands to increase prosocial behavior and well-being. Journal of Macromarketing, 42(4), 624-629.
[11] . Kotler, P. (2012). Kotler on marketing. Simon and Schuster.
[12] . Lee, J. Y., & Johnson, K. K. (2019). Cause-related marketing strategy types: assessing their relative effectiveness. Journal of Fashion Marketing and Management: An International Journal, 23(2), 239-256.
[13] . Lim, W. M., Malik, N., Gupta, S., & Rai, H. (2024). Harnessing brand authenticity to promote prosocial service behavior. Journal of Brand Management, 31(4), 449-468.
[14] . Lyes, A., Palakshappa, N., & Bulmer, S. (2016). Cause?related events: fulfilling the objectives of social partnerships. International Journal of Nonprofit and Voluntary Sector Marketing, 21(4), 286-301.
[15] . Moosmayer, D. C., & Fuljahn, A. (2010). Consumer perceptions of cause related marketing campaigns. Journal of Consumer marketing, 27(6), 543-549.
[16] . Noco?, M., & Ró?ycka, M. (2021). Brand management pro-social activities as an effective element of image strategy. Management and Administration Journal, 56(129).
[17] . Roy, D. P., & Graeff, T. R. (2003). Consumer attitudes toward cause-related marketing activities in professional sports. Sport Marketing Quarterly, 12(3), 163-172.
[18] . Schmitt, B. (1999). Experiential marketing. Journal of marketing management, 15(1-3), 53-67.
[19] . Schuler, D. A., & Cording, M. (2006). A corporate social performance–corporate financial performance behavioral model for consumers. Academy of management Review, 31(3), 540-558.
[20] . Smith, A. D. (2010). Corporate social responsibility in the healthcare insurance industry: a cause-branding approach. International journal of electronic healthcare, 5(3), 284-302
[21] . Yanti, P., Hurriyati, R., Gaffar, V., & Widjajanta, B. (2025, September). Visual style of cause-related marketing and purchase intention in prosocial fashion. In 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024) (pp. 145-152). Atlantis Press.
[22] . Yun, J. T., Duff, B. R., Vargas, P., Himelboim, I., & Sundaram, H. (2019). Can we find the right balance in cause?related marketing? Analyzing the boundaries of balance theory in evaluating brand?cause partnerships. Psychology & Marketing, 36(11), 989-1002.