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Effects of selected elements of cause-related marketing program on brand choice

Author

Listed:
  • Dubravka Sinčić Ćorić

    (Faculty of Economics & Business, University of Zagreb)

  • Nataša Kurnoga Živadinović

    (Faculty of Economics & Business, University of Zagreb)

Abstract

Cause-related marketing is commonly defined as a relationship and cooperation between profit- and nonprofit- organizations, where both partners have potential benefit. There are a number of reasons that influenced its development. One of the most important ones is a general increase in social sensitivity, which has influenced business principles as well. The paper presents the results of empirical research of the effects that selected elements of a cause-related marketing program have on brand choice. The results confirmed that the duration of the cause-related marketing program has a positive influence on customers’ brand-choice, i.e. a longer program will prompt customers to choose the brands that support a specific cause.

Suggested Citation

  • Dubravka Sinčić Ćorić & Nataša Kurnoga Živadinović, 2009. "Effects of selected elements of cause-related marketing program on brand choice," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 21(1), pages 68-79.
    • Handle: RePEc:zag:market:v:21:y:2009:i:1:p:68-79
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