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Title: | EFFECT OF CAUSE-RELATED MARKETING ON CUSTOMER’S BRAND PREFERENCE |
Authors: | MATHEW, LISA ANN |
Keywords: | CAUSE-RELATED MARKETING CUSTOMER’S BRAND PREFERENCE |
Issue Date: | Jul-2020 |
Series/Report no.: | TD-5064; |
Abstract: | During the course of this project, we have tried to analyze the effect of socio-demographic factors on the evaluation of cause-related marketing campaigns. We have also tried to analyze if there a positive emotion towards the organizations that take part in cause-related marketing. Finally we have tried to verify if cause-related marketing campaigns have an effect on a customer‘s brand preference. A survey was floated in order to get responses based on which the above mentioned statements were verified. We were able to conclude that socio-demographic factors have an effect on the evaluation of cause-related marketing campaigns. It also showed that there is a positive image generated when organizations are associated to cause-related marketing. And we were also able to conclude that cause-related marketing have a significant impact on brand preference. |
URI: | http://dspace.dtu.ac.in:8080/jspui/handle/repository/18194 |
Appears in Collections: | MBA |
Files in This Item:
File | Description | Size | Format | |
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2k18MBA015_LISA ANN MATHEW.pdf | 1.74 MB | Adobe PDF | View/Open |
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