An exploratory investigation of attitudes toward cause-related marketing
Contribuinte(s) |
Rentschler, Ruth Hall, John |
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Data(s) |
01/01/2005
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Resumo |
This paper reports on a study concerning consumer perceptions of cause-related marketing in Australia, and seeks to identify a direct link between consumer attitudes toward donating to charity (pro-social behaviour) and corporate philanthropy, and attitudes toward cause-related marketing. After a discussion on the related literature, there follows discussion on the research<br />model employed, and the fmdings of he study. Among other fmdings, statistically significant relationships between attitudes toward charitable giving and attitudes toward cause-related marketing are in evidence. In this study, respondents express a preference for local causes, as opposed to national and international causes, and also demonstrate a preference for cause types similar to those that already receive the highest level of charitable donations. The paper concludes with a discussion of the limitations of the study and presents suggestions for future research.<br /> |
Identificador | |
Idioma(s) |
eng |
Publicador |
Deakin University |
Relação |
http://dro.deakin.edu.au/eserv/DU:30005624/adam-anexploratoryinvestigation-2005.pdf |
Direitos |
2005, Deakin University |
Tipo |
Conference Paper |