文章基本信息

标题：La estrategia de marketing con causa: Factores determinantes de su éxito
本地全文：下载
作者：Isabel Buil ; Iguácel Melero ; Teresa Montaner 等
期刊名称：Universia Business Review
印刷版ISSN：1698-5117
出版年度：2012
卷号：4
期号：36
出版社：Universia Business Review
摘要：Cause-related marketing initiatives have become a frequent strategy to enhance corporate image and increase sales, attracting consumers through collaboration with social purposes. This study analyses factors determining the success of this strategy. Our results show that organisations should collaborate with causes linked with their main activity and in which consumers feel involved. Moreover, it is important that consumers attribute altruistic motivations in these initiatives.
其他摘要：Cause-related marketing initiatives have become a frequent strategy to enhance corporate image and increase sales, attracting consumers through collaboration with social purposes. This study analyses factors determining the success of this strategy. Our results show that organisations should collaborate with causes linked with their main activity and in which consumers feel involved. Moreover, it is important that consumers attribute altruistic motivations in these initiatives.