search query: @freeterm cause-related marketing / total: 6
reference: 3 / 6
| Author: | Youn, S. Kim, H. |
| Title: | Antecedents of consumer attitudes toward cause-related marketing |
| Journal: | Journal of Advertising Research
2008 : MAR, VOL. 48:1, p. 123-137 |
| Index terms: | consumers consumer behaviour marketing advertising ethics brand choice |
| Freeterms: | psychographics cause-related marketing |
| Language: | eng |
| Abstract: | This article discusses issues concerning customer attitudes toward cause-related marketing (hereafter as C-RM), which is one of the fastest growing sectors of sponsorship. The article approaches the question of the importance of psychographic factors in consumers' support for C-RM paying particular attention to prosocial lifestyle. An analysis of a nationally representative sample of data identified a set of social causes e.g. minority-related causes and general charitable causes whose results differ. |
SCIMA