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

Laurenţiu-Dan Anghel · Georgiana Florentina Grigore · Mihai Ioan Roşca

27 citations0/0 files storedRePEc: Research Papers in Economics

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Corporate Social Responsibility and Sustainability Corporate Social Responsibility Reporting Consumer Behavior in Brand Consumption and Identification

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.

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References

2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 2001Do Consumers Expect Companies to be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavior 2004Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause 2004Corporate Social Responsibility and Marketing: An Integrative Framework 2004Corporate social responsibility and consumers' attributions and brand evaluations in a product–harm crisis 2001The boundaries of strategic corporate social responsibility 2000The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?2002Building Brand Equity through Corporate Societal Marketing

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2013MODELLING EMPLOYEE ENGAGEMENT IN RELATION TO CSR PRACTICES AND EMPLOYEE SATISFACTION

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