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

Meeting with Anne Charpy - Respective contributions of public and private initiatives to urban areas

[Proceedings]

[Proceedings] : Anne Charpy

Anne Charpy, a professional in urban policies, has come and told about her career and her new social entrepreneurship project, “Voisin Malin” (Smart Neighbour). Her ambition is to mobilize the skills of inhabitants of socially deprived urban areas in order to enhance access to public utilities...

>>Read more

One-dimensional man by Herbert Marcuse

[Reading report]

[Reading report] : Fabien Hildwein

In One-dimensional Man, Herbert Marcuse shows how the modern democratic society hinders any social evolution by assimilating opposing social forces and by controlling individuals' needs. Thus it assures the stability of its logic of productivity by and for domination. It develops from an economic...

>>Read more

Habitat et Humanisme

[Essay]

[Essay] : Fleur d'Harcourt

Created in 1985 in Lyon by a real estate promoter, Habitat et Humanisme developed itself in many French departments and it is now a major actor in social housing. It was able to associate private resources so as to take over from public mission, changing structures when necessary.

>>Read more

Knowledge transmitters and their vision of a Knowledge society

[Essay]

[Essay] : Diane de Zélicourt

An attempt to study the model of the knowledge society reveals that the model implies fundamental contradictions with the economic model prevailing today: capitalism, consumer society and competition. However, some more or less recent initiatives have already proved that the idea of free access to...

>>Read more

The Wisdom of Crowds - by James Surowiecki

[Reading report]

[Reading report] : Fleur d'Harcourt

Could a crowd be the best expert on a specific matter? Though we usually prefer to trust a single person whom we believe to be capable of dealing with the matter, James Surowiecki is willing to show how a group, organized as a crowd, is often able to give the best answer to a certain kind of...

>>Read more

With the same doctype

Research paper

The Movement of Social Entrepreneurs: a... This dissertation aims at analyzing the... by Domitille Harb
Industrial ecology, a strategy... The purpose of this dissertation is to... by Elodie Payre
What is the link between Degrowth and... In our society, work is preached like... by Claire-Isabelle Roquebert
The impacts of economy’s... This work aims at exploring and... by Yazid Arifi
Social housing and energy saving in... As part of the building industry,... by Hélène Doutriaux
Challenges and issues in partnerships... Although supporting social business has... by Manon Le Bourdiec
Perceptions of homeless persons and... The person “on the street” has... by Alix Peillon
Industry and Cooperation - by Jacques... After having introduced the Acome group... by Jacques de Heere
Williamsburg, history of a musical... Since the end of the 1980s, the... by Elena Schmitt
Conditions for the sustainability of... A cultural brownfield can be defined as... by Marianne Rauche