Nonprofit and Business Sector Collaboration:

Below are brief descriptions of several articles from this Journal.

Effect of Cause-Related Marketing on Attitudes and Purchase Intentions: The Moderating Role of Cause Involvement and Donation Size (pp. 93-110), Mahmood M. Hajjat.
- This research includes the role of cause related marketing and ordinary marketing on consumer attitudes and purchase intentions.

A Study on the Effect of Cause-Related Marketing (CRM) on the Attitude Towards the Brand: The Case of Pepsi in Spain (pp. 111-136), Iñaki García, Juan J. Gibaja, Alazne Mujika.
- This research aims to better understand the effect of CRM on attitudes towards the brand.

Cause-Related Marketing: Keys to Successful Relationships with Corporate Sponsors and Their Customers (pp. 137-150), Linda I. Nowak, T. K. Clarke.
- This article presents factors contributing to the potential success of a cause-related marketing campaign. For example, the sponsor's product quality, fair pricing, and customer traits and the nonprofit's and the sponsor's reputation.

Revisiting Business and the Arts (pp. 151-166), Derrick Chong.
- This paper examines the development of closer relationships between business and the arts. Marketers like corporate sponsors are the possessors and disseminators of a "new and powerful" language.

When Soloists Form a Choir: Communication Requirements of Sustainability Networks (pp. 167-193), Christiane E. Pfeiffer.
- A case study of a sustainability network provides results from which the requirements of intersectoral communication are determined. This forms the basis for a network communication design.

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