April 17, 2011
Cause Marketing Inspires Only Shopping, Say Scholars
Product Red, the campaign co-founded by the rock star Bono to raise money to fight AIDS, has generated over $170-million. But in a new book, Brand Aid: Shopping Well to Save the World, two researchers raise doubts about the value of such efforts that persuade people to buy products from companies that promise to give to charity.
Lisa Ann Richey, a professor of international development studies at Roskilde University, in Denmark, and Stefano Ponte, senior researcher at the
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