| Abstract | Cause-related marketing has become a widely accepted practice among businesses by partnering with charitable causes. The purpose of this article is to explore the effects cause-related marketing has for known and unknown brand on various brand measures, specifically brand evaluations, purchase intentions, brand loyalty and brand switching by comparing donation promotions with discount promotions. The results of this experiment (n=126) found that donations have marginal effects on brand evaluations, purchase intentions, and brand switching, and a significant effect on brand loyalty. Pairing a donation promotion with an unknown brand does not have a significant effect on brand evaluations or purchase intentions as compared to pairing donations with a known brand. These results suggest that managers have more leeway when choosing promotions, either discount or donation, and should choose based on target audience or if they desire more brand loyalty from their consumers. |
