CONSUMERS’ PERCEPTION OF THE BRAND IN THE CAUSE-RELATED MARKETING
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
Abstract
When doing business, organizations should not only take into account their own interests, but the interests of all stakeholders and the whole society as well. If the organizations want to remain competitive, they need to behave in a more responsible way within their business activities, including the marketing ones. Responsible marketing approach is cause-related marketing – partnership of profitable and non-profitable subjects and the consumers who will fulfil their aims by engaging in cause-related marketing projects. These subjects altogether support good cause or contribute to the solution of a social problem. Although cause-related marketing is a new term in our geographical location, in our research we have found out that consumers are highly willing to join cause-related marketing campaigns. One of the prerequisites for success of a cause-related marketing project is the positive approach from the consumers to the supported brand. Credibility of the organization, good reputation, connection with a partner non-profit organization, connection between the organization and the supported cause, and transparency of the whole cause-related marketing campaign are also important.
Authors and Affiliations
Zdenka Musová, Zuzana Huliaková, Hussam Musa
Keywords
Related Articles
- EP ID EP174512
- DOI -
- Views 95
- Downloads 0
UNDERSTANDING CARNIVALESQUE FORMS OF MEDIA ENTERTAINMENT: THE CASE OF THE BRITISH TV SHOW MISFITS
Focusing on the phenomenon of carnivalization, the paper offers an insight into contemporary notions and opinions on carnivalesque forms of communication present in various cultural forms and media products. The text’s a...
CELEBRITY AND BRAND ENDORSEMENT OF NON-PROFIT ORGANIZATIONS
Celebrity endorsement is today a frequently used approach across marketing channels. Paper covers the topic of celebrity marketing, celebrities as brands and perception of celebrity that can be influenced by a variety of...
ASTROTURFING MARKETING IN THE POLITICAL CRISIS OVER THE POLISH JUDICIARY BILL IN 2017
The aim of this paper is to indicate how the astroturfing method is used in the political crisis over the Polish judiciary bill in 2017. The analysis of literature sources was used as the research method to support the t...
ADOLESCENT – PERSONAL BRAND AND ITS RELATIONSHIP TO SELECTED ELEMENTS OF MEDIA COMMUNICATION
The article deals with psychological aspects of perceived media communication by adolescents. The goal of the research was to determine a semantic space, which is attributed to a celebrity brand, commercial advertising a...
FACTORS INFLUENCING DECISIONS MAKING PROCESS BETWEEN E-TAIL AND RETAIL PURCHASING FORMAT
Despite the fact that scientists focus their attention on e-tail, consumers still prefer benefits arising from the retail format. Nevertheless, the number of online customers is growing in all categories of goods. The ca...