The Effects of Partnering with Good Cause on Corporate and Organization Image

Abstract

The article presents information on papers about the effects of partnering with good cause on corporate and organization image. The first paper by Pam Scholder Ellen, Lois A. Mohr and Deborah J. Webb examined the motives that consumers attribute to companies that participate in pro-social marketing programs. Specifically, the paper examine whether consumers attribute purely altruistic or purely egotistic motives or reconcile mixed motives for company participation in a variety of cause marketing programs. The second paper by Yeosun Yoon and Zeynep Gurhan-Canli examined how perceived motives and attributions mediate the effect of corporate social responsibility activities on company evaluations. Corporate social responsibility activities have been used to address consumers social concerns, create a favorable corporate image and develop a positive relationship with consumers and other stakeholders. The third paper by C.B. Bhattacharya and Sankar Sen investigated the effect of corporate partnership on consumer reactions to non-profit organizations. More companies are backing corporate social responsibility initiatives such as corporate philanthropy, cause-related marketing, minority support programs and socially responsible employment and manufacturing practices, with real financial and marketing muscle.