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

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Hajdas M.

Organization and Management

2009

issue 3(137)

55-67

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.

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1 Organization and Management

1 2009

1 Hajdas M.

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