Cause related marketing: consumers' perceptions and benefits for profit and non-profits organisations

Farache, Francisca, Perks, Keith, Wanderley, Lilian Soares Outtes and Sousa Filho, Jose Milton de (2008) Cause related marketing: consumers' perceptions and benefits for profit and non-profits organisations Brazilian Administration Review, 5 (3). pp. 210-224. ISSN 1807-7692

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Abstract

This study is an attempt to understand consumers' perceptions regarding Cause Related Marketing [CRM]. The research findings were based on a survey of 200 consumers in the Brighton area and published data. The research aim was focused on the consumers' perception of the alliance between corporations and non-profit organisations. The research found that consumers have a better perception of firms that work with charities and good causes than those that do not. They believe that the partnership between corporations and charities has an impact on the good of society. However, they are aware that corporations themselves benefit from this partnership. Concerning good causes, consumers prefer to support those related to Children. The researchers noticed that an individual connection with a cause might have considerable influence on consumer attitudes and behaviour in relation to a specific cause.

Item Type: Journal article
Uncontrolled Keywords: Cause related marketing; Corporate social responsibility; Consumer behavior; Third sector
Subjects: N000 Business and Management
N000 Business and Management > N500 Marketing
DOI (a stable link to the resource): 10.1590/S1807-76922008000300004
Faculties: Brighton Business School > Marketing Research Group
Depositing User: business editor
Date Deposited: 11 Nov 2010 17:54
Last Modified: 29 May 2012 13:39
URI: http://eprints.brighton.ac.uk/id/eprint/7895

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