PL EN


2009 | 3(137) | 55-67
Article title

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

Authors
Title variants
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.
Contributors
author
  • Monika Hajdas, Uniwersytet Ekonomiczny we Wroclawiu, Instytut Marketingu, ul. Komandorska 118/120, 53-345 Wroclaw, Poland
References
Document Type
Publication order reference
Identifiers
CEJSH db identifier
10PLAAAA07463
YADDA identifier
bwmeta1.element.4a3ded18-54b3-3044-8095-bd4f1d203d0f
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