Factors Affecting the Effectiveness of Cause-Related Marketing: A Meta-Analysis

In its three decades of development, many constructs of cause-related marketing have been tested from different perspectives and in varied contexts. However, there has not yet been an integrated empirical study. Reviewing 162 studies from 117 articles, we constructed a framework of meta-analysis and identified 20 constructs. Among these, 13 are antecedents that can be grouped into three components: consumer-related traits, execution-related...