Professor Michal Ann Strahilevitz of Golden Gate University has conducted research on the practical application of academic research on cause marketing and has produced the following overviews:
Academic News You Can Use Part I – We all know that cause-related marketing campaigns can help drive purchases, build brand image, and strengthen the emotional connections that customers feel for a brand. However, not all cause-marketing campaigns will be equally successful, and there are several factors that might lead one campaign to be more successful than another.
Academic News You Can Use Part II– Though cause-related marketing potentially offers huge benefits to both causes and the for-profit companies that partner with them, not all cause marketing partnerships are equally effective for both parties. When selecting a cause, marketers often pick one with which consumers are familiar. This means that the more familiar causes will get selected as partners often to the exclusion of lesser known ones.