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How Social Cause Marketing Affects Consumer Perceptions (pdf)
[http://www.womma.org/content/newsletters/research/How_Social-Cause_Marketing_Affects_Consumer_Perceptions.pdf] - - public:weinreich
Using affinity social-cause marketing techniques -- as opposed to sports/entertainment affinity marketing -- increases consumers' perception of brands' trustworthiness, according to a recent MIT Sloan Management Review article. (via WOM Research newslette
"Best of Breed" (pdf)
[http://www.ssireview.com/pdf/2004SP_feature_kotler.pdf] - - public:weinreich
Excellent article by Philip Kotler and Nancy Lee in the Stanford Social Innovation Review on corporate social marketing.