Consumers’ Attitudes Towards Cause-Related Marketing
Volume: 62, Issue: 3, Pages: 343 - 356
Published: Nov 1, 2015
Abstract
The paper presents the development of 5-point Likert scale for measuring attitudes towards cause-related marketing, as well as its application on a sample of Croatian consumers. The results of the research show that respondents are familiar with cause-related marketing and regard it as a good investment in the community. They see cause-related marketing campaigns as a good communication tool; they find a cause to be relevant for their personal...
Paper Details
Title
Consumers’ Attitudes Towards Cause-Related Marketing
Published Date
Nov 1, 2015
Volume
62
Issue
3
Pages
343 - 356
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