Abstract
Aims: This research provides a unique lens by offering a more comprehensive consideration of cause-related marketing (CRM) campaign effectiveness. Specifically, we propose that the relative effectiveness of contribution type (monetary vs. in-kind) may hinge upon message framing (loss vs. gain-framed).
 Study Design: Integrating construal level and prospect theories with related CRM, message framing, and psychological distance literatures lead to propositions.
 Methodology: Literature reviews were first conducted. Rationalized on the construal level theory, multiple propositions of the effect of psychological distance on different contribution types and message framing are presented. The relationships among these concepts are proposed to have significant and positive effects on the effectiveness of CRM promotional campaigns based on the literature reviewed.
 Conclusion: The proposed research model not only advances the collective knowledge of construal level theory and psychological distance literatures, making a theoretical contribution specifically in the CRM field, but also should provide important marketing insights to guide CRM practices.
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