Recently, quality and price of products are no longer important as features for customers to choose. Because of the similarity of all kind of products including quality and price, customers would pay more attention on the different of every single company and their products as well. In this situation, social value might be the striking factor that leads to the success. In other words, purchasers are not only willing to support mentally, but with the meaning social activities, they are also enthusiastically responding with hearts as well as their money. And one of the most effective marketing strategies to attract customers to the social activity is cause marketing or cause-related marketing. Besides, providing funds for projects or researches for social welfare is an excellent expression of responsible citizen of organization, also is a best chance to enhance company’s image through mass media communications.
Cause marketing is simply cooperation between for-profit business and non-profit organization for mutual benefit. Adkins (1999) also believes that “Cause Related Marketing as ‘a commercial activities by which a business with a product, service or image to market builds a relationship with a cause or a number of causes for mutual benefit’”. In other words, the relationship will be form when both parties have contributed and had certain benefits mutually. According to Daw (2006), for over the last twenty years, the development of cause marketing has presented itself in diverse ways including the growth of numbers, range and depth. Today companies and non-profit organization can contain this strategy in product sales, promotions and program-driven collaboration. For example, Lee Jeans and Lee National Demin Day, the world’s largest single-day fundraiser for breast cancer research, have been cooperating for almost 10 years. Since 1996, they have raised more than