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

Author

Listed:
  • 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.

Suggested Citation

  • Laurentiu Dan Anghel & Georgiana Florentina Grigore & Mihai Roşca, 2011. "Cause-Related Marketing, Part of Corporate Social Responsibility and Its Influence upon Consumers’ Attitude," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 13(29), pages 72-85, February.
  • Handle: RePEc:aes:amfeco:v:13:y:2011:i:29:p:72-85
    as

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    File URL: http://www.amfiteatrueconomic.ro/temp/Article_1016.pdf
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    Citations

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    Cited by:

    1. 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.
    2. Ali Asghar Rashid & Ali Hamidizade & Mohhamad Rahim Esfidani & Hasan Zaree Matin, 2016. "The effect of cause-related marketing on the consumer purchase intention: focusing on the meditating variables (studied on clients of Ghalamchi educational services)," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 2(3), pages 233-247.
    3. Claudiu-Catalin Munteanu & Dorian-Laurentiu Florea & Andreea Pagalea, 2014. "The Effects of Faulty or Potentially Harmful Products on Brand Reputation and Social Responsibility of Business," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(35), pages 1-58, February.
    4. 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.
    5. 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.
    6. 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.

    More about this item

    Keywords

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

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • O16 - Economic Development, Innovation, 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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