1Larry Ipsh Ita.Saving the World With Cause - related Marketing [ J ].Marketing Management, 2007,16 (4) : 48-51.
2Osterbus T.L.Pro-social Consumer Influence Strategies: When And How Do They Work [Jl.Journal of Marketing, 1997,61 (October) : 16-29.
3Yechiam E.,Barron G.,Erev I.,Erez M.On the Robustness and the Direction of the Effect of Cause-related Marketing[J]. Journal of Consumer Behaviour, Jun 2003,2 (4) : 320-332.
4Douwe van den Brink Gaby Odekerken-Schroder and Pieter Pauwels.The Effect Of Strategic And Tactical Cause-related Marketing On Consumers'brand Loyalty [J].The Journal of Consumer Marketing, 23, ( 1 ), (2006) ,pp.15-25.
5Deshpande S. & Hitchon,J.C.Cause Related Marketing Ads In The Light Of Negative News [J].Joumalism and Mass Communication Quarterly, Winter 2002,79 (4) : 905 -926.
6Polonsky M.J.Wood,G..Cause-related Marketing:Does The Cause Always Win [J].American Marketing Association, Conference Proceedings, Chicazo : 1999,10:153-154.
7Ross J.K. Stutts M.A.&Patterson L.T.Tactical Considerations For The Effective Use of Cause Related Marketing[J].Journal of Applied Business Research, 1990-91,7(2) :58-65.
2Lavack Anne M,.Kropp Fredric.A Cross-Cultural comparison of consumer attitudes towards cause-related marketing[J].Social Marketing Quarterly,2003,9(2):3.
3Larry,Ipshita.Saving the World With Cause-related Marketing[J].Marketing Management,2007,16(4):48-51.
4Varadarajan R.P.,Menon,A.Cause-Related Marketing:A Coalignment of Marketing Strategy and Corporate Philanthropy[J].Journal of Marketing,1988,52:58-74.
5Michael J.,Andrew T.,Anthony D.Consumer response to retailer use of cause-related marketing:is mole fit better?[J].Journal of Retailing,2007,83(4):437-445.
6Barone,Miyazaki Kimbedy A.Taylor.et al."The lnfluence of Cause-Related marketing on Consumer Choice:Does One Goed Turn Deserve Another?"[J].Journal of the Academy of Market-ingScience,2000,28(2)248-262.
7Dean,Dwane Hal.Consumer Perception Of Corporate Donations:Effects Of Company Reputation For Social Responsibility And Type Of Donation[J].Journal Of Advertising;Winter 2003/2004.32 (4):91-102.
8G.Douglas Olsen,John W.Pracejus,Norman R.Brown.When Profit Equals Price:Consumer Confusion About Donation Amounts in Cause-RelatedMarketing[J].Journal of Public Policy & Mar-keting,2003,22(2):170-180.
9Barbara A.Lafferty.Ronald E.Goldsmith.Cause-brand alli-ances:does the cause heIp the brand or does the brand help the cause?[J].Joumal of Business Research,2005,58(4):423-429.
10Xiaoli Nan,Kwangjun Heo.Consumer response to corporate social responsibility(CSR) initiatives:Examining the Role of Brand-Cause Fit in Cause-Related Marketing[J].Journal of Advertis-ing,2007,36(2):63-74.
6VARADARAJAN P R. Cooperative sales promotion:an idea whose time has come[J].Journal of Consumer Marketing,1986,(01):15-33.
7VARADARAJAN P R,MENON A. Cause-related marketing:a coalignment of marketing strategy and corporate philanthropy[J].Journal of Marketing,1988,(07):58-74.
8CARRINGER P T. Not just a worthy cause:cause-related marketing delivers the goods and the good[J].American Advertising,1994.16-19.
9PRINGLE H,THOMPSON M. Brand spirit:how cause-related marketing builds brands[M].Chichester:John Wiley and Sons,Inc,1999.195-196.
