haku: @indexterm Brand choice / yhteensä: 192
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| Tekijä: | Youn, S. Kim, H. |
| Otsikko: | Antecedents of consumer attitudes toward cause-related marketing |
| Lehti: | Journal of Advertising Research
2008 : MAR, VOL. 48:1, p. 123-137 |
| Asiasana: | consumers consumer behaviour marketing advertising ethics brand choice |
| Vapaa asiasana: | psychographics cause-related marketing |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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