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

2014-03-05

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]
http://appli6.hec.fr/amo/Articles/Entry/Item/347.sls

In the same section

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

« L’Atelier en Commun » - Shared studio space for all types of artists

[Scenario]

[Scenario] : Camille Deniau

L’Atelier en Commun is a shared studio space for all types of artists from different backgrounds and practices. The purpose of this initiative is to offer artists an affordable and suitable studio, many external critical opinions, and the psychological support of a community, to help them in...

>>Read more

HEC Graduate in Solidarity Works - by Michel Tardieu

[Proceedings]

[Proceedings] : Michel Tardieu

In this seminar, Michel Tardieu tells about his career and the satisfaction he got from working for associations that benefited from his previous corporate experience. He therefore tells about the specific management in associations.

>>Read more

Creating an ethic and organic fashion firm after HEC - by Rachel Liu

[Proceedings]

[Proceedings] : Rachel Liu

After graduating at HEC, Rachel Liu started a firm in an innovating field: “responsible” clothes, putting together fashion, ecology and ethic.

>>Read more

Is the motivation at work of young executives changing?

[Research paper]

[Research paper] : Sébastien Stenger.

The nature of executives' work has changed a lot over the past 20 years due both to social and economical evolutions and to new forms of management. This study wants to explore the impact of this change on executives' motivation at work. Executives are traditionally a individualized category with...

>>Read more

With the same doctype

Research paper

Private Sector Development in... This thesis proposes an analysis of the... by Elise Juguet
Stakeholder relations and development... The research paper seeks to answer the... by Csilla Nárai
Measuring public hospitals' performance... French public hospitals have recently... by Hervé Merlin and Clémence Marty
The Resort to Belgium of French people... Facing a major lack of appropriate... by Elsa Walwer
Access to Health Care for African... Facing a new phenomenon of African... by Nastassja Kern
Carbon offset operators in France: How... Very different actors participate in... by Néné Maïga
Which sustainable development for... Confronted with global warming and the... by Claire Nativel
Eco districts : an anlysis of brakes... Eco districts are a new way of... by Clémence Chouvet
Working for social business after HEC -... Laurence Grandcolas-Lamoureux created... by Laurence Grandcolas-Lamoureux
Protecting the public interest in a... Technology is overwhelming. It’s... by Nicolas Trimoulet