The effects of cause and donation size of cause-Related marketing program on consumers’ intention to buy

Although Adkins (1999: 9) states that some solitary examples of commercial cooperation between enterprises and non-profit organizations can be found at the end of the nicneteenth century, and Husted and Whitehouse (2002: 5) confirm that McDonald’s organized a locally run campaign of that type in 1974, the majority of the researchers (i.e. Adkins (1999: 15), Andreasen (1996: 4), and Varadarajan and Menon (1988: 59)) agreed in 1983 American...