Optimization and selection of cause marketing mode with the warm glow effect.

ABSTRACT: Cause marketing (CM) is an important way of implementing corporate social responsibility (CSR) strategies. While most related studies explore firms' implementation of CM campaigns, which involve donation of part of their sales revenue to charity for a social cause, we focus on the case of a firm contributing a specific ratio of its sales quantity to implement the CM campaign and divide the CM campaign mix into four modes according to different CM implementation subjects and the wholesale price (exogenous or endogenous). Unlike firms in the supply chain that use donation amounts to implement CM, the implementation of CM by donation ratio will be influenced by the donation cost, which can further affect their pricing strategies. Therefore, this study takes a two-level supply chain as the res

SUBMITTER: Wu C 

PROVIDER: S-EPMC9371360 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature