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Consumers’ Attitudes Towards Cause-Related Marketing

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  • Sinčić Ćorić Dubravka

    (Faculty of Economics and Business, University of Zagreb, Croatia)

  • Dropuljić Marija

    (Zagrebačka banka d.d., Croatia)

Abstract

The paper presents the development of 5-point Likert scale for measuring attitudes towards cause-related marketing, as well as its application on a sample of Croatian consumers. The results of the research show that respondents are familiar with cause-related marketing and regard it as a good investment in the community. They see cause-related marketing campaigns as a good communication tool; they find a cause to be relevant for their personal involvement in campaigns, although the match between the cause and the product’s characteristics seems to be less important. Finally, respondents do not find the size of the donation to be crucial for their participation in cause-related marketing campaigns, but they find it important to know about the size of the donation. The results of the research can serve to marketing managers, who need to thoroughly consider how to communicate specific elements of campaigns in order to achieve maximum understanding by the target group.

Suggested Citation

  • Sinčić Ćorić Dubravka & Dropuljić Marija, 2015. "Consumers’ Attitudes Towards Cause-Related Marketing," Scientific Annals of Economics and Business, Sciendo, vol. 62(3), pages 343-356, November.
    • Handle: RePEc:vrs:aicuec:v:62:y:2015:i:3:p:343-356:n:5
    DOI: 10.1515/aicue-2015-0023
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    References listed on IDEAS

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    1. Zdravkovic, Srdan & Magnusson, Peter & Stanley, Sarah M., 2010. "Dimensions of fit between a brand and a social cause and their influence on attitudes," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 151-160.
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    Cited by:

    1. BARTOSOVA Simona & POLIACIKOVA Eva & MUSOVA Zdenka, 2022. "Consumers´ Perception of Responsible Companies and Using of Cause-Related Marketing in their CSR Practice," European Journal of Interdisciplinary Studies, Bucharest Economic Academy, issue 02, June.

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