Preliminary communication
https://doi.org/10.47960/271-0457.2019.1.1.45
RESEARCH ON CONSUMER ATTITUDES TOWARDS CAUSE-RELATED MARKETING
Sandra Jelčić
orcid.org/0000-0002-0397-6119
; University of Mostar, Mostar, B&H
Mirela Mabić
orcid.org/0000-0002-1529-7797
; University of Mostar, Mostar, B&H
Abstract
For a certain period of time, we are witnessing a unique transfer of power from the suppliers to the
consumers who have become more informed, demanding and protected with a clearly articulated
view towards the world around them. Companies’ marketing activities are observed under scrutiny
and in the event of the irregularity, the reaction is timely and vigorous. Corporate social responsibility has become an imperative. Companies do not think to practice social responsibility or not to
practice. They are thinking about how to do it in the best possible way. One of the concepts that can be
applied for the purpose of differentiation and positioning of a company as the one which is socially
responsible and which cares about its community is known as cause-related marketing. Simply, it is
a marketing concept that involves cooperation between non-profit and profit sector and consumers
with the aim of linking companies and certain social problem to obtain a benefit for all. This paper
will research consumer attitudes towards cause-related marketing activities; the influence of perceived cause-related marketing activities on their attitude towards a company and influence of perceived cause-related marketing activities on purchasing habits
Keywords
marketing; corporate social responsibility; cause-related marketing; consumer attitudes
Hrčak ID:
233059
URI
Publication date:
28.6.2019.
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