Cause Marketing Inspires Only Shopping, Say Scholars

By Caroline Bermudez
The Chronicle of Philanthropy

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 Danish Institute for International Studies, talk about their book in an interview with The Chronicle

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