CAUSE RELATED MARKETING – TRUE HEART-FELT CORPORATE BENEVOLENCE?
Mihai Tichindelean () and
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Stanciu Oana: Lucian Blaga University of Sibiu, Romania
Authors registered in the RePEc Author Service: Stanciu (Duralia) Oana Alexandrina ()
Studies in Business and Economics, 2011, vol. 6, issue 3, 79-84
Nowadays, globally, consumers’ expectations have reached a new high, as they expect companies to act responsibly in changing the world. More than often these expectations are not met solely out of the kindness and generosity of corporations, but they are mixed in with corporate social responsibility programs and cause-related marketing. Consumers want more of the products and services they buy to support worthy social and environmental issues.
Keywords: Cause Related Marketing; Corporate Social Responsibility; Consumption Philanthropy; Corporate Philanthropy (search for similar items in EconPapers)
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