YOUNG CONSUMERS` ATTITUDE TOWARD THE PRODUCTS THAT REPRESENT THE MAIN OBJECT OF CAUSE RELATED MARKETING CAMPAIGNS

Filimon Stremtan and Silvia Mihalache (Maican)

Revista Economica, 2012, vol. Supplement, issue 3, 394-404

Abstract: The present paper presents a short research regarding the attitude of young students toward the products and companies that implement Cause Related Marketing activities. The main objectives of the present research were to observe the way in which the cause related marketing actions can influence the consumers` behavior determining him to change or not, in compliance with the perception of the company`s adopted strategy. In the same time, we wanted to confirm or rejecting the hypothesis according to which Cause Related Marketing represents an instrument used by the companies in order to change consumers` behavior.

Date: 2012
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