Since 2014
A Survey on the Relationship between Consumer Perception of Cause-Related Marketing and Brand Image
Entrepreneurship and Innovation Management Journal
View Archive Info| Field | Value | |
| Title |
A Survey on the Relationship between Consumer Perception of Cause-Related Marketing and Brand Image
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| Creator |
Okhli, Raheleh; Department of Management, Ali Abad katoul Branch, Islamic Azad University, Ali Abad katoul
Mehrani, Hormoz; Assistance Professor, Department of Commercial Management , Ali Abad katoul Branch, Islamic Azad University, Ali Abad katoul |
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| Subject |
Cause-related marketing, brand image, consumer perception, Go
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| Description |
The present paper was drawn from a thesis work performed in Islamic Azad University, Ali Abad Katoul Branch. Cause-related marketing is one of novel strategies for marketing in companies in order to create special value for customers; such marketing defines a direct relationship between products sale and the help an enterprise devotes to a charity. The present study is formulated mainly to determine the relationship between consumer perception of cause-related marketing and brand image. The statistical population consisted of all customers of all retail chain stores in Gorgan-Iran. The sample size was 410 people. Sampling method was performed randomly via probability method. Data were collected by means of questionnaires and analyzed through descriptive and inferential statistics (Pearson correlation coefficient). All the analyses were executed by use of SPSS Software (version 18). Correlation of cause-related marketing and brand image was found to be 0.625. Therefore, the relationship can be considered significant and the hypothesis is accepted. This is indicative of the fact that cause-related marketing in retail chain stores in Gorgan on the chosen products had a positive and significant relationship with reputation of the companies producing the products.
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| Publisher |
Academy of Business & Scientific Research
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| Contributor |
—
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| Date |
2014-02-01
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| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
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| Format |
application/pdf
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| Identifier |
http://absronline.org/journals/index.php/eimj/article/view/147
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| Source |
Entrepreneurship and Innovation Management Journal; Vol 2, No 1 (2014): February; pp. 97-103
2311-1836 2310-00079 |
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| Language |
eng
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| Relation |
http://absronline.org/journals/index.php/eimj/article/view/147/168
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| Rights |
Copyright (c) 2014 Entrepreneurship and Innovation Management Journal
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