Date of Award
5-1990
Document Type
Thesis
Degree Name
Master of Business Admin
Department
Business Administration
Abstract
The purpose of this study is to analyze consumer attitudes toward selected aspects of cause related marketing. Specifically, the study will attempt to: determine the extent to which consumers are aware of cause related marketing promotions and the extent to which they knowingly participate in these promotions, explore consumer perceptions of their own social responsibility as defined by giving to charity and also explore consumer attitudes toward businesses role in support of charitable causes, measure consumer attitudes toward charities who join with corporations in CRM promotions, measure consumer approval or disapproval of CRM promotions, investigate the effect of CRM promotions on consumer willingness to try new products and explore consumer feelings of having made a contribution to charity by purchasing a CRM promoted product.
Recommended Citation
Machenberg, Jean P., "Consumer Attitudes Toward Selected Aspects of Cause Related Marketing Promotions" (1990). Master's Theses. 1290.
https://scholarship.richmond.edu/masters-theses/1290