Cause related marketing : how does a cause-related marketing shape consumer perception, attitude and behaviour?

Cause related marketing : how does a cause-related marketing shape consumer perception, attitude and behaviour?

American Express initiated a new marketing strategy twenty-five years ago. Forevery new card user the company donated one cent for the recovery of the Statueof Liberty. The success of the campaign exceeds the expectations. This strategywhere a company declares to spend a defined amount of money for...

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Bibliographic Details
Main Authors: Alcheva, Valentina, Yonggang, Cai, Lingyan, Zhao
Format: Others
Language:English
Published: Högskolan Kristianstad, Sektionen för Hälsa och Samhälle 2009
Subjects:
cause-related marketing
consumer attitude
perception
buying behaviour
marketing communication
Business studies
Företagsekonomi
SOCIAL SCIENCES
SAMHÄLLSVETENSKAP
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-5739

Internet

http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-5739

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