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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

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