Tackling global challenges through cause-related marketing: How brands should promote their support to social causes

Investigates how consumers respond to guilt-arousing messages in cause-related advertising to provide advise to marketers looking to use this tactic.

Sustainability: Opportunities and challenges for brands

This article is part of a series of articles on sustainability. Read more.

Introduction

Corporate social sustainability characterises considerable investment for companies. As part of their sustainability-related...