Attitude Toward Cause-Related Marketing Scale

What it measures

Measures consumer attitudes toward cause-related marketing (CRM) — commercial activities in which a company donates a portion of revenue to a charitable cause. Captures overall attitude toward CRM as a practice, perceived fit between the brand and the cause, and perceived sincerity of the company's motives. Widely used in CSR, cause marketing, and corporate philanthropy research.

Representative items

• Overall, cause-related marketing is a good thing. (General Attitude)
• Cause-related marketing benefits both companies and causes. (General Attitude)
• The cause and this brand are a good fit. (Perceived Fit)
• This company genuinely cares about the cause it supports. (Sincerity)
• This company uses CRM only to increase sales. (R, Sincerity)

Citation

Barone, M.J., Miyazaki, A.D., & Taylor, K.A. (2000). The influence of cause-related marketing on consumer choice: Does one good turn deserve another? Journal of the Academy of Marketing Science, 28(2), 248–262.