Cause-Related Marketing as a Corporate Social Responsibility Initiative: Consumer Perceptions of the Campaign

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F23%3A96837" target="_blank" >RIV/60460709:41110/23:96837 - isvavai.cz</a>

Result on the web

<a href="https://ejobsat.cz/pdfs/ejo/2023/02/05.pdf" target="_blank" >https://ejobsat.cz/pdfs/ejo/2023/02/05.pdf</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.11118/ejobsat.2023.010" target="_blank" >10.11118/ejobsat.2023.010</a>

Result language

angličtina

Original language name

Cause-Related Marketing as a Corporate Social Responsibility Initiative: Consumer Perceptions of the Campaign

Original language description

As society becomes more and more socially conscious, corporate social responsibility may be one of the factors influencing the decision to buy. In the 21st 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 studies, the responses concerning the perception of the campaign supporting a collection for the Zoo in the Czech capital were evaluated through a questionnaire survey. The data were factor-analyzed to determine the dimensions of the perception of the cause-related marketing campaign. The results show a two-factor solution: consumer attitudes towards the product and the company involved in the cause-related marketing campaign and consumer attitudes towards cause-related marketing in relation to a non-profit organization. The impact of donation size and gender on the resulting factors is assessed after.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2023

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

EUROPEAN JOURNAL OF BUSINESS SCIENCE AND TECHNOLOGY

ISSN

2336-6494

e-ISSN

2336-6494

Volume of the periodical

9

Issue of the periodical within the volume

2

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

19

Pages from-to

186-204

UT code for WoS article

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EID of the result in the Scopus database

2-s2.0-85182953541