Cause-Related Marketing, Part of Corporate Social Responsibility and Its Influence upon Consumers' Attitude
Keywords
M14O16
D01
D03
ddc:330
corporate social responsibility
cause-related marketing
consumer behaviour
marketing research
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http://hdl.handle.net/10419/168708Abstract
Cause-related marketing as part of corporate social responsibility, becomes an increasingly used tool by companies operating in the market. Many studies have shown the benefits of cause related marketing campaigns, including attracting new customers, increasing sales of products or services, creating a favourable brand image and raising funds for a social cause. This article is structured in two parts. After analyzing the concept of cause-related marketing and main trends regarding research in this area, a case study on the influence of cause related marketing on consumer attitudes is presented, as reflected by the analysis of a questionnaire administered to youth.Date
2011Type
doc-type:articleIdentifier
oai:econstor.eu:10419/168708Journal: Amfiteatru Economic Journal ; ISSN: 2247-9104 ; Volume: 13 ; Year: 2011 ; Issue: 29 ; Pages: 72-85
http://hdl.handle.net/10419/168708
RePEc:aes:amfeco:v:13:y:2011:i:29:p:72-85