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.
Australasian Nonprofit and Social Marketing Conference
Place of publication
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.
Field of Research
150599 Marketing not elsewhere classified
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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