According to Organ (2017), cause-related marketing, or cause marketing, is defined as “a type of Corporate Social Responsibility (CSR) in which a company’s promotional campaign has the dual purpose of increasing profitability while bettering society.” In other words, “Cause Marketing occurs when a company does well by doing good.” Cause Marketing may happen as the result of “the cooperative efforts of a for-profit business and a non-profit organization for mutual benefit” (Organ, 2017).

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