This study examines consumer attitudes toward cause-related marketing (CRM) in four countries: Canada, Australia, Norway, and Korea. It investigates the role of consumer values in shaping these attitudes toward CRM. The study finds that attitudes toward cause-related marketing differ significantly across countries. Attitudes toward CRM appear to be less positive in countries where it is less established (e.g., Korea) and more positive in countries where CRM is well established (e.g., Canada). Differences in attitude toward CRM are also directly correlated with personal values, specifically with internal and external values.
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