Michelle Andrews, Xueming Luo, Zheng Fang, & Jaakko Aspara
In cooperation with one of the largest wireless providers in the world, researchers sent cause marketing offers to more than 17,000 customers in China, giving them the ability to gauge the impact of cause through real product offers, cash donations and sales records data. Their results suggest that cause marketing can significantly increase consumer purchases and that there is a relationship between cause marketing effectiveness and price discounts.
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