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We developed a CRM+ Model using experimentation and structural equation modeling analysis. CRM+ demonstrates previously unexplored interrelationships among consumer-perceived manipulation, brand motives, perceived ethicality of the Cause-related Marketing, and brand attitude. CRM+ reveals that perceived ethicality of the CRM has a significant positive effect on brand attitude, though it is not as pronounced as the effect of perceived altruistic motives. Egoistic motives decrease ethicality perceptions, but has no direct effect on brand attitude. Altruistic motive perceptions diminish egoistic motive perceptions. CRM+ suggests marketing managers should prioritize emphasizing altruistic motives and ethicality of the partnership over downplaying egoistic motives.

The impact of perceived manipulation, motives, and ethicality in cause-related marketing: a CRM+ model