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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2023

Kód důvěrnosti údajů

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

Název periodika

EUROPEAN JOURNAL OF BUSINESS SCIENCE AND TECHNOLOGY

ISSN

2336-6494

e-ISSN

2336-6494

Svazek periodika

9

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

19

Strana od-do

186-204

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85182953541