Brand Associations, Consumers’ Attitudes and Cause-Related Marketing:An Exploratory Study

Marie-Hélène Abbo ()
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Marie-Hélène Abbo: Groupe ESC Pau

No 701, Working Papers from Groupe ESC Pau, Research Department

Abstract: This exploratory study seeks to examine the evolution of the brand structure of a For-Profit Organization (FPO), before and after a partnership with a Non-Profit Organization (NPO). To better understand this impact, a review of the most relevant theories on branding, co-branding and cause-related marketing is first proposed. The problem statement is then exposed and an experiment derived from semi directive interviews of potential consumers, on a French partnership, is described. The research findings on the brand structure of the FPO are compared to the theories previously developed and finally, managerial implications, study limitations and further research areas are presented.

Keywords: Branding; Co branding; Cause-Related Marketing; Central core; Non-profit organization. (search for similar items in EconPapers)
Pages: 15 pages
Date: 2006-12, Revised 2006-12
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Persistent link: https://EconPapers.repec.org/RePEc:pau:wpaper:0701

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