摘要：The purpose of this study is to investigate the impact of cause-related marketing activities by businesses on consumer-based brand equity. Brand equity bears great importance on consumers’ preferences for products. Several methods are developed and proposed to measure brand equity. In consumer-based brand equity, apart from financial approaches, interest is given to consumer perceptions instead of brand costs and sales revenue. Most important dimensions that shape brand equity are brand awareness, brand loyalty, perceived quality and brand associations. Cause-related marketing activities require businesses to integrate their work related to social problems with branding and marketing activities. That perception of this integration by consumers and whether this integration has a predictive impact on brand equity, and if so, how this impact plays out matters. In the researched international firm in the leg of Turkey, since 2005 under the name of Journey to Health Project breast cancer fight work is carried out written. In the framework of project in question, one of the comprehensive works in the area of health, a part of the revenue obtained from the sales of breast cancer combat products (for example, mobile phone accessories, silver badge, pink diary, bag made of cloth with multiple use etc) is spent in order to fight cancer. As a result of statistical analyses (exploratory factor analysis, correlation and regression analyses), it is seen that negative and positive attitude dimensions associated with cause-related marketing activities have a predictive impact on the consumerbased brand equity dimensions (brand association, brand awareness, brand loyalty and perceived quality). Although negative attitude shows the strongest negative impacts on brand loyalty and brand associations, positive attitude affects perceived quality and brand awareness.
其他关键词：marketing, consumer-based brand equity, cause-related marketing, cosmetics and personal care products, regression analysis
