Armayones Carranza, LauraMartínez Gámez, NataliaPallaruelo Medina, ElisaStoicev Stefoglo, Olivia2021-10-292021-10-292021http://hdl.handle.net/10230/48850Treball de Fi de Grau en Economia. Curs 2020-2021Treball de Fi de Grau en Administració i Direcció d'Empreses. Curs 2020-2021Tutor: Gert CornelissenTreball amb menció del Premi de la càtedra MANGO de Responsabilitat Social Corporativa ESCI-UPF al millor TFG sobre temes de RSC del 2021.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.application/pdfengThis work is licensed under a Creative Commons Attribution 4.0 International LicenseTreball de fi de grau – Curs 2020-2021info:eu-repo/semantics/bachelorThesisCause-related marketingSocial causesConsumer behaviorAdvertisingPerceptionsinfo:eu-repo/semantics/openAccess