CONSUMERS’ PERCEPTION OF THE BRAND IN THE CAUSE-RELATED MARKETING
CONSUMERS’ PERCEPTION OF THE BRAND IN THE CAUSE-RELATED MARKETING

Summary/Abstract: When doing business, organizations should not only take into account their own interests, but the interests of all stakeholders and the whole society as well. If the organizations want to remain competitive, they need to behave in a more responsible way within their business activities, including the marketing ones. Responsible marketing approach is cause-related marketing – partnership of profitable and non-profitable subjects and the consumers who will fulfil their aims by engaging incause-related marketing projects. These subjects altogether support good cause or contribute to the solution of a social problem. Although cause-related marketing is a new term in our geographical location, in our research we have found out that consumers are highly willing to join cause-related marketing campaigns. One of the prerequisites for success of a cause-related marketing project is the positive approach from the consumers to the supported brand. Credibility of the organization, good reputation, connection with a partner non-profit organization, connection between the organization and the supported cause, and transparency of the whole cause-related marketing campaign are also important.

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