dc.contributor.author |
Armayones Carranza, Laura |
dc.contributor.author |
Martínez Gámez, Natalia |
dc.contributor.author |
Pallaruelo Medina, Elisa |
dc.contributor.author |
Stoicev Stefoglo, Olivia |
dc.date.accessioned |
2021-10-29T10:59:56Z |
dc.date.available |
2021-10-29T10:59:56Z |
dc.date.issued |
2021 |
dc.identifier.uri |
http://hdl.handle.net/10230/48850 |
dc.description |
Treball de Fi de Grau en Economia. Curs 2020-2021 |
dc.description |
Treball de Fi de Grau en Administració i Direcció d'Empreses. Curs 2020-2021 |
dc.description |
Tutor: Gert Cornelissen |
dc.description |
Treball amb menció del Premi de la càtedra MANGO de Responsabilitat Social Corporativa ESCI-UPF al millor TFG sobre temes de RSC del 2021. |
dc.description.abstract |
The use of Cause-Related Marketing (CRM) by corporations is on the increase. However, there is a growing concern that the objectives of corporations’ and NGOs’ differ. We argue that this may influence how consumers’ perceive the social cause. We tested these predictions in a study in the context of a cancer awareness campaign. We develop recommendations on how CRM campaigns can avoid these problematic consequences. |
dc.format.mimetype |
application/pdf |
dc.language.iso |
eng |
dc.rights |
This work is licensed under a Creative Commons Attribution 4.0 International License |
dc.rights.uri |
https://creativecommons.org/licenses/by/4.0/ |
dc.subject.other |
Treball de fi de grau – Curs 2020-2021 |
dc.title |
The controversial side of CRM: study on the effect of cause-related marketing on consumers’ perception of social causes |
dc.type |
info:eu-repo/semantics/bachelorThesis |
dc.subject.keyword |
Cause-related marketing |
dc.subject.keyword |
Social causes |
dc.subject.keyword |
Consumer behavior |
dc.subject.keyword |
Advertising |
dc.subject.keyword |
Perceptions |
dc.rights.accessRights |
info:eu-repo/semantics/openAccess |