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Cause‐related marketing activities are increasingly becoming a meaningful part of corporate marketing plans. This paper aims to examine the relationship between the company, cause and customer, and how fit between these three groups influences consumer response via generating a positive attitude toward the company‐cause alliance and purchase intent for the sponsored product.

Two studies are carried out, first among students and second among consumers.

Two studies (study 1=232 students, study 2=531 consumers) demonstrate that company‐cause fit improves attitude toward the company‐cause alliance and increases purchase intent. Additionally, this effect is enhanced under conditions of customer‐company and customer‐cause congruence, and the consumer's overall attitude toward the sponsoring company. Skepticism about the company's motivation for participating in a cause‐related marketing initiative was not relevant to consumer purchase decisions.

Results from these studies suggest that consumers may in fact make two different assessments of the sponsoring company in a cause‐related marketing campaign. One assessment may be more cognitive where the consumer compares his or her own identity to that of the company: “Is this company like me? Are our identities alike?” The second assessment is more affective or emotional: “Do I like this company? Do I feel positively about this company?” The strength of the consumer sample suggests that when building a cause‐related marketing program, marketing managers should select a cause that makes sense to the consumer to be a partner in the alliance, build a general positive feeling toward their brand, and limit any self‐serving promotion of the cause‐related marketing alliance to the target consumer population.

The paper provides useful information on the relationship between the company, cause and customer, and how the fit between these three groups influences consumer response.

The aim of this paper is to outline key social marketing issues apparent in deceptive weight‐loss advertising, from the perspective of government policy‐makers, manufacturers, the media, and consumers. The purpose is to examine the complexity of one aspect of the obesity battle and provide a framework for coordinated and integrated social marketing initiatives from a multiple stakeholder perspective.

The results of deceptive weight‐loss advertising are framed using the harm chain model, and the paper offers recommended solutions based on a framework of marketing, education and policy changes across the network of stakeholders.

This paper concludes that a resolution to the harm created by deceptive weight‐loss advertising can be achieved by the creation of a more holistic, system‐wide solution to this important health and policy issue. This networked approach must involve all aspects of harm in a multi‐stakeholder solution, including both upstream and downstream integration. Specific recommendations are made for policy‐makers, manufacturers, the media, and consumers to achieve this goal.

From a marketing perspective, analyzing the issue of deceptive weight‐loss advertising using the harm chain allows for the creation of a more holistic, system‐wide solution involving stakeholders in all aspects of harm for this important health and policy issue.

This research examines the problem of obesity and weight‐loss advertising from the unique perspective of the harm chain framework. The authors make unified recommendations for various stakeholders including industry, media, government and consumers, in order to direct integrated social marketing and consumer‐oriented strategies within this industry.

The recent development in the scholarship of cause-related marketing (CRM) highlights the growing popularity of this field of research. CRM is one of the forms of communicating corporate social responsibility (CSR). Although CSR is being extensively studied as a field of research, researchers have made limited efforts to review the development and progression of CRM research. Being an embryonic research field, a deeper understanding of the current state of CRM research and future research propositions is required. This study aims to fill this gap by providing a bibliometric review of the CRM research published in the Web of Science (WoS) database.

A bibliometric literature review has been conducted of the papers published in WoS database to map the field of research in CRM. Various techniques, namely, citation analysis, co-citation analysis, co-authorship analysis, co-occurrence analysis and bibliographic coupling have been incorporated, and analysis has been provided.

The findings highlight the important themes and research areas focused by CRM researchers. The study throws light on the important research avenues present in the field of CRM.

The findings offer both academic and practical implications. The present study is a novel study exploring the scholarship of CRM using the bibliometric analysis technique.

The purpose of this study is to examine the strategies that fast fashion retailers use to position sustainability by applying the stimulus-organism-response model. Specifically, this study investigated how sustainability positioning strategies influenced perceived corporate social responsibility (CSR) effort, price value and brand equity.

A between-subject Web experiment was used to test the research model. Four versions of the questionnaire were developed on a commercial online survey Web site, in which the surveys were randomly distributed to participants and data were collected.

The findings of this study suggest that sustainability positioning strategies can lead to the positive perceived CSR effort, thus giving support to the effectiveness of sustainability marketing for fast fashion retailers. Furthermore, purchase intentions are significantly influenced by perceived CSR effort, price value and brand equity.

This study provides important input for practitioners by suggesting that they focus their managerial attention to sustainability and should also promote it through their positioning strategies carefully.