PT  - JOURNAL ARTICLE
AU  - Tučková, Karolina
AU  - Balcarová, Tereza
TI  - Cause-Related Marketing as a Corporate Social Responsibility Initiative: Consumer Perceptions of the Campaign
DP  - 2023 Dec 31
TA  - European Journal of Business Science and Technology
PG  - 186--204
VI  - 9
IP  - 2
AID - 10.11118/ejobsat.2023.010
IS  - 23366494
AB  - As society becomes more and more socially conscious, corporate social responsibility may be one of the factors influencing the decision to buy. In the 21st century, cause-related marketing as one of the possible initiatives of a socially responsible approach became a common part of building a relationship with customers. But what are the differences in the perception of a cause-related marketing campaign among consumers with different levels of donation size with regard to gender distribution? Using existing studies, the responses concerning the perception of the campaign supporting a collection for the Zoo in the Czech capital were evaluated through a questionnaire survey. The data were factor-analyzed to determine the dimensions of the perception of the cause-related marketing campaign. The results show a two-factor solution: consumer attitudes towards the product and the company involved in the cause-related marketing campaign and consumer attitudes towards cause-related marketing in relation to a non-profit organization. The impact of donation size and gender on the resulting factors is assessed after.