The impact of cause-related marketing on the consumer’s attitudes : the example of mobilis’ breast cancer campaign
Joint Authors
Source
Issue
Vol. 2, Issue 35 (31 Jul. 2018), pp.505-513, 9 p.
Publisher
Ziane Achour University of Djelfa
Publication Date
2018-07-31
Country of Publication
Algeria
No. of Pages
9
Main Subjects
Economics & Business Administration (Multidisciplinary)
Abstract EN
Cause-related marketing as part of corporate social responsibility becomes an increasingly used tool by companies operating in the market.
CRM is a win-win-win situation (Adkins, 2000, p11), providing a win for the charity or the cause, a win for the consumer and a win for the business.
This study examines the impact of cause-related marketing on consumers’ attitudes.
The data were collected through a structured questionnaire,.
A part of it consists in five items associated with cause related marketing in its globality and the other part are questions of five points Likert .structural equation modeling technique is used to test the hypothesis.
The study demonstrated that CRM has a significant positive impact on the consumers’ attitudes.
Indeed, the Mobilis’ breast cancer campaign increased the purchase intention of the consumers towards the company.
And There is, no significant difference on the consumer’s attitude based on gender.
American Psychological Association (APA)
Hannashi, Ahlam& Burkan, Yusuf. 2018. The impact of cause-related marketing on the consumer’s attitudes : the example of mobilis’ breast cancer campaign. Revue Etudes Economique،Vol. 2, no. 35, pp.505-513.
https://search.emarefa.net/detail/BIM-861691
Modern Language Association (MLA)
Hannashi, Ahlam& Burkan, Yusuf. The impact of cause-related marketing on the consumer’s attitudes : the example of mobilis’ breast cancer campaign. Revue Etudes Economique Vol. 1, no. 35 (2018), pp.505-513.
https://search.emarefa.net/detail/BIM-861691
American Medical Association (AMA)
Hannashi, Ahlam& Burkan, Yusuf. The impact of cause-related marketing on the consumer’s attitudes : the example of mobilis’ breast cancer campaign. Revue Etudes Economique. 2018. Vol. 2, no. 35, pp.505-513.
https://search.emarefa.net/detail/BIM-861691
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references : p. 512-513
Record ID
BIM-861691