Cause Related Marketing
Master thesis
Fall 2009
Kristianstad University MBA International Marketing
Cause Related Marketing
Writer
Valentina Alcheva Yonggang Cai Lingyan Zhao
Supervisor
Christer Ekelund
Examiner
Håkan Pihl
I
Abstract
American Express initiated a new marketing strategy twenty-five years ago. For every new card user the company donated one cent for the recovery of the Statue of Liberty. The success of the campaign exceeds the expectations. This strategy where a company declares to spend a defined amount of money for a special cause in order to push up its sales is called Cause-Related Marketing. Now more and more companies use the cause-related marketing strategy as a way out of saturated markets and growing consumer awareness. Billions of dollars are spent every year in cause campaigns. Because it is a relatively new approach many researches has shown interest in this marketing communication strategy. However, there is still lack in the field of cause-related marketing and especially in the consumer part. This is also the field of interest for this dissertation and in particular how does cause-relates marketing strategy shape consumer attitude, perception and buying behaviour? In order to find out the answer of this question we relied on different theories and in addition we conducted a questionnaire among international students. The results, even though restricted trough the sample, showed that there is a connection between the cause-related marketing and buying behaviour and attitude. Consumers are more likely to support companies which are engaged in cause campaigns and tend to develop positive attitude toward this company and its products. The research was limited to sample of students who took part in the questionnaire. A further investigation in this field could deliver deeper information and be useful for companies
Fall 2009
Kristianstad University MBA International Marketing
Cause Related Marketing
Writer
Valentina Alcheva Yonggang Cai Lingyan Zhao
Supervisor
Christer Ekelund
Examiner
Håkan Pihl
I
Abstract
American Express initiated a new marketing strategy twenty-five years ago. For every new card user the company donated one cent for the recovery of the Statue of Liberty. The success of the campaign exceeds the expectations. This strategy where a company declares to spend a defined amount of money for a special cause in order to push up its sales is called Cause-Related Marketing. Now more and more companies use the cause-related marketing strategy as a way out of saturated markets and growing consumer awareness. Billions of dollars are spent every year in cause campaigns. Because it is a relatively new approach many researches has shown interest in this marketing communication strategy. However, there is still lack in the field of cause-related marketing and especially in the consumer part. This is also the field of interest for this dissertation and in particular how does cause-relates marketing strategy shape consumer attitude, perception and buying behaviour? In order to find out the answer of this question we relied on different theories and in addition we conducted a questionnaire among international students. The results, even though restricted trough the sample, showed that there is a connection between the cause-related marketing and buying behaviour and attitude. Consumers are more likely to support companies which are engaged in cause campaigns and tend to develop positive attitude toward this company and its products. The research was limited to sample of students who took part in the questionnaire. A further investigation in this field could deliver deeper information and be useful for companies
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