Cause related marketing strategy appears and improves its potentialas response to the people need to shape their purchase behavior in relationto the social responsibility mission of the firm. Consumers are stillattracted by brand value and product features but they pay even moreand more attention to the ethic dimension of the firm, that could becomean important driver of the decision making process. The socialvalue of the product can be considered as an added attribute that enrichalternatives and influence consumer purchase preferences. Thepresent work aims to shed light on the most important literary contributionsthat approach the cause related marketing study in a consumerbehaviour point of view.
Cause Related Marketing e comportamento del consumatore: lo stato dell’arte / Baghi, Ilaria. - In: MICRO & MACRO MARKETING. - ISSN 1121-4228. - STAMPA. - XIX:(2010), pp. 387-403.