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

Dubravka Sinčić Ćorić and Nataša Kurnoga Živadinović
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Nataša Kurnoga Živadinović: Faculty of Economics & Business, University of Zagreb

Tržište/Market, 2009, vol. 21, issue 1, 68-79

Abstract: 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.

Keywords: cause-related marketing; cause-related brand (search for similar items in EconPapers)
Date: 2009
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