Cause-Related Marketing, Part of Corporate Social Responsibility and Its Influence upon Consumers’ Attitude
AbstractCause-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 InfoArticle provided by Academy of Economic Studies - Bucharest, Romania in its journal The AMFITEATRU ECONOMIC journal.
Volume (Year): 13 (2011)
Issue (Month): 29 (February)
corporate social responsibility; cause-related marketing; consumer behaviour; marketing research;
Find related papers by JEL classification:
- M14 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
- O16 - Economic Development, Technological Change, and Growth - - Economic Development - - - Financial Markets; Saving and Capital Investment; Corporate Finance and Governance
- D01 - Microeconomics - - General - - - Microeconomic Behavior: Underlying Principles
- D03 - Microeconomics - - General - - - Behavioral Microeconomics; Underlying Principles
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