publication . Bachelor thesis . 2009

Cause related marketing : how does a cause-related marketing shape consumer perception, attitude and behaviour?

Alcheva, Valentina; Yonggang, Cai; Lingyan, Zhao;
Open Access English
  • Published: 01 Jan 2009
  • Publisher: Högskolan Kristianstad, Sektionen för Hälsa och Samhälle
  • Country: Sweden
American Express initiated a new marketing strategy twenty-five years ago. Forevery new card user the company donated one cent for the recovery of the Statueof Liberty. The success of the campaign exceeds the expectations. This strategywhere a company declares to spend a defined amount of money for a special causein order to push up its sales is called Cause-Related Marketing. Now more andmore companies use the cause-related marketing strategy as a way out of saturatedmarkets and growing consumer awareness. Billions of dollars are spent every yearin cause campaigns. Because it is a relatively new approach many researches has shown interest in thismarketing commu...
free text keywords: cause-related marketing, consumer attitude, perception, buying behaviour, marketing communication, Business studies, Företagsekonomi, SOCIAL SCIENCES, SAMHÄLLSVETENSKAP
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