publication . Article . 2012

Consumer Response to Cause-related Marketing: A Case of Malaysia

Marhana Mohamed Anuar; Osman Mohamad;
Open Access
  • Published: 01 Jan 2012 Journal: Journal of Asian Business Strategy, volume 2, issue 4 April, pages 71-76
Abstract
Increasing competition in the marketplace makes it difficult to differentiate brand based on the traditional attributes such as price and quality alone. Other attributes of a brand such as ethical and compassionate are becoming more important. “Good” brand or brand that is associated with social or environmental cause is better preferred. Hence, companies are turning to corporate social responsibility (CSR) as a differentiation strategy to gain sustainable competitive advantage. A facet of CSR that is cause-related marketing enables companies to contribute to worthy causes and at the same time fulfilling companies’ objectives. In today’s world there are a multit...
Subjects
free text keywords: Cause-related marketing, poverty, consumer response, Malaysia
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