Luxury brands and non-profit organizations (NPOs) are increasingly involved in cause-related marketing (CRM) programs. This research aims to explain how product’s nature (hedonic vs. utilitarian) may influence consumer’s decisions to purchase cause-related products. Prior and post attitude of brands analyze with repeated measure ANOVA. The results show that brand attitude increased both in case of ahedonic and utilitarian partnership. However,partnering with a luxury brand ismore efficient to raise theimage of thebrand ascompared to apartnership with non-luxury brands.In general, these results provide clear insights to marketing managers for planning and positioning of their CRM campaigns
