Known or unknown NPO, does the charitable purpose fit the product/company or does a cooperation/campaign seem implausible? Which marketing measures genuinely affect consumers' attitudes or buying behavior when products are sold in partnership with nonprofit organizations? Christina Schamp, Mark Heitmann (University of Hamburg), Tammo H.A. Bijmolt (University of Groningen) and Robin Katzenstein (University of Hamburg) explored this question and many more in their comprehensive meta-analysis in the Journal of Marketing Research by analyzing results from 239 studies. They divide up to 15 different moderators into four conceptual pillars of consumer response and thus provide an ultimate guide of the effectiveness of CRM in purchase decisions.

You can read more about the extent to which factors have a positive or negative impact on consumer attitudes here.