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.description Treball de Fi de Grau en Economia. Curs 2020-2021ca
- dc.description Treball de Fi de Grau en Administració i Direcció d'Empreses. Curs 2020-2021ca
- dc.description Tutor: Gert Cornelissenca
- 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.ca
- dc.format.mimetype application/pdf*
- dc.identifier.uri http://hdl.handle.net/10230/48850
- dc.language.iso engca
- dc.rights This work is licensed under a Creative Commons Attribution 4.0 International Licenseca
- dc.rights.accessRights info:eu-repo/semantics/openAccessca
- dc.rights.uri https://creativecommons.org/licenses/by/4.0/ca
- dc.subject.keyword Cause-related marketingen
- dc.subject.keyword Social causesen
- dc.subject.keyword Consumer behavioren
- dc.subject.keyword Advertisingen
- dc.subject.keyword Perceptionsen
- dc.subject.other Treball de fi de grau – Curs 2020-2021ca
- dc.title The controversial side of CRM: study on the effect of cause-related marketing on consumers’ perception of social causesca
- dc.type info:eu-repo/semantics/bachelorThesisca