Preliminary communication

Effects of selected elements of cause-related marketing program on brand choice

Dubravka Sinčić Ćorić orcid.org/0000-0002-1834-5491 ; Ekonomski fakultet-Zagreb
Nataša Kurnoga Živadinović orcid.org/0000-0002-0055-7752 ; Ekonomski fakultet-Zagreb

Abstract

Cause-related marketing is commonly defined as a relationship and cooperation between profit- and nonprofit- organizations, where both partners have potential benefit. There are a number of reasons that influenced its development. One of the most important ones is a general increase in social sensitivity, which has influenced business principles as well. The paper presents the results of empirical research of the effects that selected elements of a cause-related marketing program have on brand choice. The results confirmed that the duration of the cause-related marketing program has a positive influence on customers’ brand-choice, i.e. a longer program will prompt customers to choose the brands that support a specific cause.

Keywords

cause-related marketing; cause-related brand

Hrčak ID:

53082

URI

https://hrcak.srce.hr/53082

Publication date:

8.7.2009.

Article data in other languages: croatian

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