Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/168708
Authors: 
Anghel, Laurentiu Dan
Grigore, Georgiana Florentina
Roşca, Mihai
Year of Publication: 
2011
Citation: 
[Journal:] Amfiteatru Economic Journal [ISSN:] 2247-9104 [Volume:] 13 [Year:] 2011 [Issue:] 29 [Pages:] 72-85
Abstract: 
Cause-related marketing as part of corporate social responsibility, becomes an increasingly used tool by companies operating in the market. Many studies have shown the benefits of cause related marketing campaigns, including attracting new customers, increasing sales of products or services, creating a favourable brand image and raising funds for a social cause. This article is structured in two parts. After analyzing the concept of cause-related marketing and main trends regarding research in this area, a case study on the influence of cause related marketing on consumer attitudes is presented, as reflected by the analysis of a questionnaire administered to youth.
Subjects: 
corporate social responsibility
cause-related marketing
consumer behaviour
marketing research
JEL: 
M14
O16
D01
D03
Creative Commons License: 
http://creativecommons.org/licenses/by/4.0/
Document Type: 
Article

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