CORPORATE IDENTITY AND THE PROBLEM OF SOCIAL CAUSE CHOICE IN CAUSE RELATED MARKETING (Tozsamosc marki korporacyjnej a wybór idei w marketingu zaangazowanym spolecznie)

• Authors: Hajdas Monika
• Languages of publication: PL

Abstracts

EN

In the last few years corporate social responsibility (CSR) problems gain increasing attention among scientists and managers. One of the CSR areas is Cause Related Marketing (CRM), in which a consumer gets involved in supporting a particular social cause by purchasing a good or service. The choice of a social cause made by a company should be a matter of thoughtful consideration, because company's behavior (including CSR and CRM) is the component of a corporate identity mix. In literature we can find studies concerning fit between a company and a social cause. In this article the authoress develops a research methodology concerning the problem of company's choice of a particular social cause.

Keywords

EN

CAUSE RELATED MARKETING; CORPORATE SOCIAL RESPONSIBILITY; SOCIAL CAUSE FIT

Discipline

• ECONOMICS: ECONOMICS

• Publisher: Komitet Nauk Organizacji i Zarządzania PAN, Kolegium Zarządzania i Finansów SGH
• Journal: Organization and Management
• Year: 2009
• Issue: 3(137)
• Pages: 55-67
• Document type: ARTICLE

Contributors

author

Hajdas Monika

• Monika Hajdas, Uniwersytet Ekonomiczny we Wroclawiu, Instytut Marketingu, ul. Komandorska 118/120, 53-345 Wroclaw, Poland

Identifiers

CEJSH db identifier

10PLAAAA07463