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

Year: 2011

Type: article

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.

Source: RePEc: Research Papers in Economics

Authors: Laurentiu Dan Anghel, Georgiana Grigore, Mihai Ioan Roşca

Institution: Bucharest University of Economic Studies

Language: English

Topic: Corporate Social Responsibility and Sustainability

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1593574271

FWCI: 5.269

Cites: 29

Cited by: 27

Related to: 10