Literature review on cause-related marketing from 2008 to 2018

  • Katharina Schütz (Student)

Student thesis: Master's Thesis


The research on cause-related marketing (CrM) has evolved and gained more and more interest over the past three decades since its first mention in scientific literature. It is a topic of interest for researchers coming from multiple disciplines like marketing, economics, psychology, and ethics among others. CrM is of interest for many practitioners in the field of marketing and widely used in modern day marketing. The present literature review provides an insight into the current state of the art in the research on CrM. 145 papers published in peer reviewed journals between January 2008 and December 2018 were reviewed. This paper summarizes and discusses the findings and shows gaps in the CrM literature.
Date of Award29 Jun 2020
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorSusana Silva (Supervisor)


  • Cause-related marketing
  • CrM
  • Literature review
  • Brand-cause fit
  • Donation size
  • Co-branding


  • Mestrado em Marketing

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