文章基本信息

标题：Consumers¿ Cause Related Marketing: Consumers¿ Perceptions and Non- Benefits for Profit and Non-Profits Organisations
本地全文：下载
作者：Francisca Farache ; Keith John Perks ; Lilian Soares Outtes Wanderley 等
期刊名称：BAR - Brazilian Administration Review
印刷版ISSN：1807-7692
电子版ISSN：1807-7692
出版年度：2008
卷号：5
期号：3
页码：210-224
语种：English
出版社：Associação Nacional de Pós-Graduação e Pesquisa em Administração
其他摘要：This study is an attempt to understand consumers´ perceptions regarding Cause Related Marketing [CRM]. The research findings were based on a survey of 200 consumers in the Brighton area and published data. The research aim was focused on the consumers´ perception of the alliance between corporations and non-profit organisations. The research found that consumers have a better perception of firms that work with charities and good causes than those that do not. They believe that the partnership between corporations and charities has an impact on the good of society. However, they are aware that corporations themselves benefit from this partnership. Concerning good causes, consumers prefer to support those related to Children. The researchers noticed that an individual connection with a cause might have considerable influence on consumer attitudes and behaviour in relation to a specific cause.
关键词：cause related marketing; corporate social responsibility; consumer behavior; third sector