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The controversial side of CRM: study on the effect of cause-related marketing on consumers’ perception of social causes
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| 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 |
