Work

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

Year: 2009

Type: article

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.

Source: RePEc: Research Papers in Economics

Authors: Dubravka Sinčić Ćorić, Nataša Kurnoga Živadinović

Institution: Ekonomski fakultet - Zagreb

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1497494195

FWCI:

Cites:

Cited by: 1

Related to: 10