A typology of consumer responses to cause-related marketing: From skepticsto socially concerned

Although cause-related marketing has become increasingly popular, academic researchers have only begun to examine how consumers respond ro it. In this study, the authors explore in depth how consumers think and feel about cau se-related marketing. They develop a framework of consumer responses that i ncludes a typology of consumers. The authors also discuss implications for research, business find nonprofit marketing, and public policy.