Cause-Related Marketing as a Corporate Social Responsibility Initiative: Consumer Perceptions of the Campaign
Karolina Tučková,
Tereza Balcarová
Abstract:As society becomes more and more socially conscious, corporate social responsibility may be one of the factors influencing the decision to buy. In the 21 st century, cause-related marketing as one of the possible initiatives of a socially responsible approach became a common part of building a relationship with customers. But what are the differences in the perception of a cause-related marketing campaign among consumers with different levels of donation size with regard to gender distribution? Using existing … Show more
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