Cause Marketing Alliances

Abstract

Shimp, Stuart, and Engle ( 1991) noted that associative learning is the mechanism that generates consumer thoughts and feelings towards brands. Grossman ( 1997) established a connection between associative learning concepts and co-branding. Brown and Dacin ( 1997) found that corporate social responsibility associations (e.g., corporate giving and community involvement) influence the overall evaluation of the company, which in tum can affect how consumers evaluate products from the company