TY - THES U1 - Master Thesis A1 - Jäger, Annika T1 - Cause-related marketing programs and emotions BT - A cross-cultural analysis of Austrian and South Korean consumers N2 - In today’s world, companies feel the urge to disguise from competitors and to connect emotionally with consumers in order to foster a meaningful and long-lasting relationship. Simultaneously, stakeholders demand an increase of companies’ social responsibility. Cause-related marketing (CRM) is a marketing tool that addresses the change in societal values and the rising expectations from stakeholder groups. The increasing number of companies that choose to partner with a non-profit organization highlights that linking a charitable cause to the company's brand is an effective marketing tool. Authors illustrate that CRM, as a form of showing corporate social responsibility, will become even more important in the future. This master thesis examines the relationship between CRM, emotions, and culture. The research goal is to identify if CRM programs are effective in evoking emotions in consumers and if the cultural background of a consumer influences the evocation of certain emotions. The empirical findings outline that CRM programs are effective in evoking emotions. Other-focused emotions evoked by CRM programs are stronger expe-rienced by members of collectivistic countries than by members of individualistic countries. Likewise other-focused emotions evoked by CRM programs are stronger experienced by high interdependent selves than by low interdependent selves. KW - Cause-related marketing KW - Cause marketing KW - Emotions Y2 - 2021 U6 - https://doi.org/10.25924/opus-4175 DO - https://doi.org/10.25924/opus-4175 SP - VIII, 122 S1 - VIII, 122 ER -