Recognition continues to grow for the work of @Christina Schamp, Head of the Institute for Digital Marketing and Behavioral Insights at WU Vienna. Her study, The Effectiveness of Cause Related Marketing: A Meta Analysis on Consumer Responses, was recently listed among the most cited Journal of Marketing Research articles from 2022 to 2023.  

This milestone reflects her consistent commitment to high quality research and to advancing our understanding of how marketing can create social impact.

Christina’s meta analysis brings together evidence from more than two hundred studies and offers a clearer view of how cause related marketing influences consumer behavior. The findings show that well designed initiatives can strengthen brand perceptions and still drive sales.

What the research highlights

1) Campaigns that connect purchases to donations tend to build a more positive brand image and encourage buying.
2) Emotional relevance is key. Consumers respond more strongly when the cause feels meaningful and is explained with clarity.

3) Visible and transparent donations increase credibility and support actual purchase decisions.
4) Context matters. Cause related marketing works particularly well for emotional product categories and in cultures where helping others is valued.

To dive deeper into these insights, you can read the interview promoting her newest publication here:

https://journals.sagepub.com/doi/10.1177/00222437221109782