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Cause-Related Marketing, Part of Corporate Social Responsibility and Its Influence upon Consumers’ Attitude

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Author Info

  • Laurentiu Dan Anghel

    ()

  • Georgiana Florentina Grigore

    (Academy of Economic Studies, Bucharest, Romania)

  • Mihai Roşca

    (Academy of Economic Studies, Bucharest, Romania)

Abstract

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.

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Bibliographic Info

Article provided by Academy of Economic Studies - Bucharest, Romania in its journal The AMFITEATRU ECONOMIC journal.

Volume (Year): 13 (2011)
Issue (Month): 29 (February)
Pages: 72-85

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Handle: RePEc:aes:amfeco:v:13:y:2011:i:29:p:72-85

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Related research

Keywords: corporate social responsibility; cause-related marketing; consumer behaviour; marketing research;

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Cited by:
  1. VINEREAN Simona & CETINA Iuliana & DUMITRESCU Luigi & TICHINDELEAN Mihai, 2013. "Modelling Employee Engagement In Relation To Csr Practices And Employee Satisfaction," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 65(1), pages 21-37.
  2. Maria Ioncică & Eva-Cristina Petrescu & Diana Ioncică, 2012. "Transports and Consumers’ Ecological Behaviour," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(31), pages 70-83, February.
  3. Jamilah Ahmad & Imran Ali & Georgiana Florentina Grigore & Alin Stancu, 2012. "Studying Consumers’ Ecological Consciousness – A Comparative Analysis of Romania, Malaysia and Pakistan," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(31), pages 84-98, February.
  4. Umit Alniacik & Cengiz Yilmaz, 2012. "The Effectiveness of Green Advertising: Influences of Claim Specificity, Product’s Environmental Relevance and Consumers’ Pro-environmental Orientation," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(31), pages 207-222, February.

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