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Marketing con causa. Evidencias prácticas desde la perspectiva del consumidor

Author

Listed:
  • Mª de las Mercedes Galán Ladero
  • Clementina Galera Casquet

Abstract

El marketing con causa ha ido adquiriendo cada vez una mayor relevancia, siendo, actualmente, una de las principales iniciativas de responsabilidad social que llevan a cabo las empresas. Su característica más destacada es que la donación de la empresa está condicionada por las ventas; es decir, depende en última instancia del comportamiento del consumidor. En este trabajo realizamos un estudio descriptivo de la opinión y el comportamiento del consumidor sobre las acciones de marketing con causa de la empresa. También hacemos referencia al papel clave del distribuidor en el éxito de este tipo de programas. Finalmente, como principales aportaciones del estudio, destacamos, en general, su influencia en el comportamiento del consumidor y, específicamente, la de distintos aspectos de marketing operativo en la intención de compra de productos vinculados a estas campañas.

Suggested Citation

  • Mª de las Mercedes Galán Ladero & Clementina Galera Casquet, 2014. "Marketing con causa. Evidencias prácticas desde la perspectiva del consumidor," DOCFRADIS Working Papers 1401, Catedra Fundación Ramón Areces de Distribución Comercial, revised Apr 2014.
    • Handle: RePEc:ovr:docfra:1401
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    File URL: http://www.catedrafundacionarecesdcuniovi.es/docs_trabajo/0000_jym45iw5ko_Docfradis_2014_01.pdf
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    Cited by:

    1. Enrique Carlos Bianchi & Gaspar Gracia Daponte & Leticia Pirard, 2021. "The impact of cause-related marketing campaigns on the reputation of corporations and NGOs," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(2), pages 187-205, June.

    More about this item

    Keywords

    Marketing con Causa; Comportamiento del Consumidor; Responsabilidad Social Corporativa; Empresas; Organizaciones No Lucrativas;
    All these keywords.

    JEL classification:

    • L8 - Industrial Organization - - Industry Studies: Services
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • J14 - Labor and Demographic Economics - - Demographic Economics - - - Economics of the Elderly; Economics of the Handicapped; Non-Labor Market Discrimination

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