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]

In the same section



[Essay] : Aurélie Gillon

Auroville was founded in 1968 by “The Mother”, Sri Aurobindo’s spiritual companion. This international city is the experience of a utopia that aims at the improvement of humanity, respecting the environment and brotherhood. With both wanderings and achievements, the project still grops its...

>>Read more

Heeled-shoes in consulting firms: instrument of power or alienation for female consultants?

[Research paper]

[Research paper] : Lauriane Delhay

This research focuses on the conscious and unconscious use that female make their of their shoes through their professional interactions. The study is primarily sociological and based on various semi-structured interviews. It is firstly observed that female consultants almost automatically use...

>>Read more

Collective intelligence and alternative currencies - by Jean-François Noubel


[Proceedings] : Jean-François Noubel

Jean-François Noubel presents the evolution of humans through their transitions between different forms of collective intelligence. If writing has allowed us to pass from an original, local collective intelligence structure to the dominant model we know today (the pyramidal form), it would seem as...

>>Read more

Carrefour-SOLAAL Foundation

[Operational Project]

[Operational Project] : Marine d'Allancé, Antoine Desjonquères, Morgane Guilhe La Combe de Villers, François Petitjean

While the current deep economic crisis has direct and significant consequences on the number of people who depend on food aid to live, the year 2014 has been declared the European year against food waste. In this cotext, this operational project aims at suggesting the Carrefour Foundation...

>>Read more

Protecting the public interest in a technological society

[Research paper]

[Research paper] : Nicolas Trimoulet

Technology is overwhelming. It’s everywhere in our lives but we paradoxically often have a very limited understanding of it. We have been delegating to those we call experts the management and knowledge in these areas. We yet talk about areas for whom we should have a great deal of interest;...

>>Read more

With the same doctype

Research paper

The Resort to Belgium of French people... Facing a major lack of appropriate... by Elsa Walwer
Impact of the diverse visions of social... The dynamic of social entrepreneurship... by Camille Portejoie
Career paths of French entrepreneurs ... The concept of fair trade was born from... by Audrey Azilazian
Protecting the public interest in a... Technology is overwhelming. It’s... by Nicolas Trimoulet
Private Sector Development in... This thesis proposes an analysis of the... by Elise Juguet
FabLabs, Makerspaces: New Forms of... Created more than ten years ago by the... by François Bottollier-Depois
Measuring public hospitals' performance... French public hospitals have recently... by Hervé Merlin and Clémence Marty
Which sustainable development for... Confronted with global warming and the... by Claire Nativel
The arguments of the debates on German... Codetermination is a form of corporate... by Fabien Hildwein
“Provoking (the right) titles” - by... The co-director at Max Milo editions as... by Luis de Miranda