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

Autor: Dubravka Sinčić Ćorić, Nataša Kurnoga Živadinović
Jazyk: English<br />Croatian
Rok vydání: 2009
Předmět:
Zdroj: Tržište, Vol 21, Iss 1, Pp 68-79 (2009)
Druh dokumentu: article
ISSN: 0353-4790
Popis: 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.
Databáze: Directory of Open Access Journals