| 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 |
| Externí odkaz: |
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