NEW YORK: Although many US consumers say they are more likely to buy a product if the brand supports a cause, a new study sponsored by Ketchum and BlogHer reports that barely one in five are putting their money where their mouth is.
According to Kelley Skoloda [pictured], partner and director of Ketchum's global brand marketing practice, the results show that "cause" programs have a greater impact on "brand affinity, reputation, and share of voice than on sales." This is the ...