The impact of cause-related marketing on the consumer’s attitudes : the example of mobilis’ breast cancer campaign

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.