RT Journal Article
SR Electronic
A1 Tučková, Karolina
A1 Balcarová, Tereza
T1 Cause-Related Marketing as a Corporate Social Responsibility Initiative: Consumer Perceptions of the Campaign
JF European Journal of Business Science and Technology
YR 2023
VO 9
IS 2
SP 186
OP 204
DO 10.11118/ejobsat.2023.010
UL https://ejobsat.cz/artkey/ejo-202302-0005.php
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.