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.
https://engageforgood.com/academic-research-news-can-use/
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.
https://engageforgood.com/academic-research-news-can-use-part-ii/