Cause related marketing: consumers' perceptions and benefits for profit and non-profits organisations

Francisca Farache Aureliano Da Silva, Keith Perks, Lilian Soares Outtes Wanderley, Jose Milton de Sousa Filho

Research output: Contribution to journalArticle

Abstract

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.
Original languageEnglish
Pages (from-to)210-224
Number of pages15
JournalBrazilian Administration Review
Volume5
Issue number3
DOIs
Publication statusPublished - Sep 2008

Keywords

  • Cause related marketing
  • Corporate social responsibility
  • Consumer behavior
  • Third sector

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