Last September, Christina Schamp, Head of the Institute for Digital Marketing and Behavioral Insights at WU Vienna, reached an important milestone.

Her work The Effectiveness of Cause-Related Marketing: A Meta-Analysis on Consumer Responses was featured in an interview published by Journal of Marketing Research Scholarly Insights and was named among the most cited Journal of Marketing Research articles from 2022 to 2023 in the latest Journal Citation Reports.

This recognition highlights her significant contribution to advancing our understanding of cause-related marketing and how consumers respond to socially driven initiatives.

Key insights from the meta-analysis discussed in the interview:

1) Cause-related marketing programs generate a clear positive effect, with weekly sales increasing by around five percent on average.

2) The strongest results emerge for category leaders, lower-priced brands, or brands operating in simpler markets.

3) Visibility remains essential: CMPs are effective only when the brand is already part of consumers’ consideration set.

4) For premium or non-leading brands, combining a CMP with a price promotion can further strengthen performance.

If you want to explore these insights further, you can read the interview promoting her newest publication here: 

https://www.ama.org/2025/09/25/do-good-sell-more-can-cause-related-marketing-promotions-boost-product-sales/