Effects of selected elements of cause-related marketing program on brand choice

Marketing općeg dobra obično se definira kao uspostavljanje odnosa suradnje između profitnog i neprofitnog sektora djelatnosti pri čemu obje strane ostvaruju određene koristi. Brojni su razlozi koji su pogodovali njegovu porastu. Među najznačajnijima je općenito povećana društvena osjetljivost, koja unosi brojne promjene u poslovno promišljanje. U radu se prikazuju rezultati istraživanja utjecaja pojedinih elemenata marketinga općeg dobra na spremnost kupca da promijeni postojeću marku proizvoda u korist one koja se povezuje s akcijom marketinga općeg dobra. Rezultati istraživanja upućuju da trajanje kampanje pozitivno utječe na spremnost kupca da promijeni marku proizvoda.Cause-related marketing is commonly defined as a relationship and cooperation between profit- and nonprofit- organizations, where both partners have potential benefit. There are a number of reasons that influenced its development. One of the most important ones is a general increase in social sensitivity, which has influenced business principles as well. The paper presents the results of empirical research of the effects that selected elements of a cause-related marketing program have on brand choice. The results confirmed that the duration of the cause-related marketing program has a positive influence on customers’ brand-choice, i.e. a longer program will prompt customers to choose the brands that support a specific cause