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An exploratory investigation of attitudes toward cause-related marketing

Potter, Megan and Adam, Stewart 2005, An exploratory investigation of attitudes toward cause-related marketing, in At the threshold : challenges and developments in social, sport and arts marketing : Proceedings of the 2nd Australasian Nonprofit and Social Marketing Conference, Deakin University, Geelong, Vic., pp. 1-6.

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Title An exploratory investigation of attitudes toward cause-related marketing
Author(s) Potter, Megan
Adam, Stewart
Conference name Australasian Nonprofit and Social Marketing Conference (2nd : 2005 : Melbourne, Australia)
Conference location Melbourne, Vic.
Conference dates 22-23 Sep. 2005
Title of proceedings At the threshold : challenges and developments in social, sport and arts marketing : Proceedings of the 2nd Australasian Nonprofit and Social Marketing Conference
Editor(s) Rentschler, Ruth
Hall, John
Publication date 2005
Conference series Australasian Nonprofit and Social Marketing Conference
Start page 1
End page 6
Total pages 6
Publisher Deakin University
Place of publication Geelong, Vic.
Summary This paper reports on a study concerning consumer perceptions of cause-related marketing in Australia, and seeks to identify a direct link between consumer attitudes toward donating to charity (pro-social behaviour) and corporate philanthropy, and attitudes toward cause-related marketing. After a discussion on the related literature, there follows discussion on the research
model employed, and the fmdings of he study. Among other fmdings, statistically significant relationships between attitudes toward charitable giving and attitudes toward cause-related marketing are in evidence. In this study, respondents express a preference for local causes, as opposed to national and international causes, and also demonstrate a preference for cause types similar to those that already receive the highest level of charitable donations. The paper concludes with a discussion of the limitations of the study and presents suggestions for future research.
ISBN 1741560187
9781741560183
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2005, Deakin University
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005624

Document type: Conference Paper
Collections: School of Management and Marketing
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.