| Revista: | BAR - Brazilian Administration Review |
| Base de datos: | CLASE |
| Número de sistema: | 000337258 |
| ISSN: | 1807-7692 |
| Autores: | Farache, Francisca1 Perks, Keith John1 Wanderley, Lilian Soares Outtes2 Sousa-Filho, Jose Milton de2 |
| Instituciones: | 1University of Brighton, Brighton Business School, Brighton, East Sussex. Reino Unido 2Universidade Federal de Pernambuco, Programa de Pos-Graduacao em Administracao, Recife, Pernambuco. Brasil |
| Año: | 2008 |
| Periodo: | Jul-Sep |
| Volumen: | 5 |
| Número: | 3 |
| Paginación: | 210-224 |
| País: | Brasil |
| Idioma: | Inglés |
| Tipo de documento: | Artículo |
| Enfoque: | Analítico |
| Resumen en inglés | This study is an attempt to understand consumers’ perceptions regarding Cause Related Marketing [CRM]. The research findings were based on a survey of 200 consumers in the Brighton area and published data. The research aim was focused on the consumers’ perception of the alliance between corporations and non-profit organisations. The research found that consumers have a better perception of firms that work with charities and good causes than those that do not. They believe that the partnership between corporations and charities has an impact on the good of society. However, they are aware that corporations themselves benefit from this partnership. Concerning good causes, consumers prefer to support those related to Children. The researchers noticed that an individual connection with a cause might have considerable influence on consumer attitudes and behaviour in relation to a specific cause |
| Disciplinas: | Administración y contaduría, Economía, Sociología |
| Palabras clave: | Mercadotecnia, Empresas, Desarrollo social, Organizaciones, Cooperación, Beneficio mutuo, Responsabilidad social empresarial, Comportamiento del consumidor |
| Texto completo: | Texto completo (Ver PDF) |
