CSR is another of these corporate tactics. CSR has been defined as an evolving concept that has come to include companies' economic, legal, ethical, and philanthropic responsibilities to society in addition to the company's fiduciary responsibility to shareholders [25],[26]. Proponents of CSR argue it can help companies meet these essential needs while addressing the firm's “higher” social responsibilities [26]. Companies invest in CSR to address social demands; in an attempt to be accountable to groups beyond their shareholders, they accept ethical obligations to society at large [27]. Cause marketing is a variation of CSR that links the marketer to a specific social benefit, often a community initiative or organization that benefits from the sale of a product or brand