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| Author: | Broderick, A. Jogi, A. Garry, T. |
| Title: | Tickled pink : the personal meaning of cause related marketing for customers |
| Journal: | Journal of Marketing Management
2003 : JUL, VOL 19:5-6, p. 583-610 |
| Index terms: | MARKETING BUSINESS ETHICS MARKETING RESEARCH CUSTOMER RELATIONS QUALITATIVE RESEARCH |
| Language: | eng |
| Abstract: | Over the past few years has cause related marketing grown. However there has been a little research towards cause related marketing programmes.The level of customer awareness and involvement is one of the main points of cause related marketing. This article concerns a qualitative research study in the field of customer perceptions and levels of involvement in cause related marketing activities. Article focuses on a case study of breast cancer awareness campaign. In this case study occured that the emotional level of individual involvement was a key differing factor in customers´ awareness. |
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