摘要：Cause-related marketing initiatives have become a frequent strategy to enhance corporate image and increase sales, attracting consumers through collaboration with social purposes. This study analyses factors determining the success of this strategy. Our results show that organisations should collaborate with causes linked with their main activity and in which consumers feel involved. Moreover, it is important that consumers attribute altruistic motivations in these initiatives.
其他摘要：Cause-related marketing initiatives have become a frequent strategy to enhance corporate image and increase sales, attracting consumers through collaboration with social purposes. This study analyses factors determining the success of this strategy. Our results show that organisations should collaborate with causes linked with their main activity and in which consumers feel involved. Moreover, it is important that consumers attribute altruistic motivations in these initiatives.
