How do consumers perceive cause-related marketing initiatives? Using projective techniques[Research paper] by Juliette Bertrand


The author was part of the "Alternative Management" third year program in HEC in 2013. She is currently responsible for the marketing of the Bio C'Bon company

Companies increasingly rely on joint funding and promotional strategies in which firm's sales are linked to a charity. These cause-related marketing strategies enable brands to bring forward an extra selling point and to improve their image among consumers. For the consumer, they are a simple way to combine purchase with a financial support for a cause. They allow organizations to publicize their work and raise additional funds. Our research focuses on how consumers perceive intentions of the actors involved in these strategies. We therefore use projective techniques. We show a correlation between the perception of changes in society and of its own role in its evolution, and the perception of cause related marketing. Four ideal-typical profiles are highlighted. Managerial implications and future research ideas are provided

Quote article  Juliette Bertrand, « How do consumers perceive cause-related marketing initiatives? Using projective techniques », 05 march 2014, Alternative Management Observatory (AMO), [Research paper]

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