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This study measured how consumers feel about firms that use cause-related marketing (CRM) and the charitable organizations that benefit from CRM. Respondents (N=225) were interviewed concerning cause-related marketing campaigns. Most respondents felt CRM was a good way to raise money for the cause, had purchased a product to help support a cause, and expressed favorable attitudes toward both the firm and the charitable organization. Women had more favorable attitudes toward both the firm and the cause than did males.
Ross et al. (Wed,) studied this question.