Cause Marketing Effectiveness and the Moderating Role of Price Discounts

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Adjusting the Warm-Glow Thermostat: How Incentivizing Participation in Voluntary Green Programs Moderates Their Impact on Service Satisfaction (2016, background): “Originating in economics, the concept of warm glow has been applied in a variety of domains; recent examples in the marketing literature include Andrews et al. (2014) andHabel et al. (2015).”
Warm Glow or Extra Charge? The Ambivalent Effect of Corporate Social Responsibility Activities on Customers’ Perceived Price Fairness (2016, methodology): “, Du, Bhattacharya, and Sen 2007; De Pelsmacker, Driesen, and Rayp 2005; Lichtenstein, Drumright, and Braig 2004), since the “warm glow” experienced through helping others adds to customers’ benefits from the relationship with the firm (Andrews et al. 2014).”
Moral identity centrality and cause-related marketing : the moderating effects of brand social responsibility image and emotional brand attachment (2016, background): “For example, some research has demonstrated that causerelated marketing can enhance product sales (Andrews et al., 2014), consumer attitudes toward the sponsor firm (Ross et al.”