Artikel

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

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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.

Language
Englisch

Bibliographic citation
Journal: Amfiteatru Economic Journal ; ISSN: 2247-9104 ; Volume: 13 ; Year: 2011 ; Issue: 29 ; Pages: 72-85 ; Bucharest: The Bucharest University of Economic Studies

Classification
Wirtschaft
Corporate Culture; Diversity; Social Responsibility
Economic Development: Financial Markets; Saving and Capital Investment; Corporate Finance and Governance
Microeconomic Behavior: Underlying Principles
Subject
corporate social responsibility
cause-related marketing
consumer behaviour
marketing research

Event
Geistige Schöpfung
(who)
Anghel, Laurentiu Dan
Grigore, Georgiana Florentina
Roşca, Mihai
Event
Veröffentlichung
(who)
The Bucharest University of Economic Studies
(where)
Bucharest
(when)
2011

Handle
Last update
10.03.2025, 11:42 AM CET

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Object type

  • Artikel

Associated

  • Anghel, Laurentiu Dan
  • Grigore, Georgiana Florentina
  • Roşca, Mihai
  • The Bucharest University of Economic Studies

Time of origin

  • 2011

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