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Cause Related Marketing – True Heart-Felt Corporate Benevolence?

Author

Listed:
  • Dumitrescu Luigi

    (Lucian Blaga University of Sibiu, Romania)

  • Stanciu Oana

    (Lucian Blaga University of Sibiu, Romania)

  • Tichindelean Mihai

    (Lucian Blaga University of Sibiu, Romania)

  • Vinerean simona

    (Lucian Blaga University of Sibiu, Romania)

Abstract

Nowadays, globally, consumers’ expectations have reached a new high, as they expect companies to act responsibly in changing the world. More than often these expectations are not met solely out of the kindness and generosity of corporations, but they are mixed in with corporate social responsibility programs and cause-related marketing. Consumers want more of the products and services they buy to support worthy social and environmental issues.

Suggested Citation

  • Dumitrescu Luigi & Stanciu Oana & Tichindelean Mihai & Vinerean simona, 2011. "Cause Related Marketing – True Heart-Felt Corporate Benevolence?," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 6(3), pages 79-84, December.
    • Handle: RePEc:blg:journl:v:6:y:2011:i:3:p:79-84
    as

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