Abstract
Cause-related marketing is a modern tool of corporate social responsibility used extensively by many companies. It can become a cornerstone of marketing plan. Various studies have shown ssthat cause-related marketing can positively differentiate business from the competitors and provide an edge that delivers numerous benefits, including: increased sales, visibility, customer loyalty, enhanced company image, positive media coverage and fund raising for a social cause. This article analyses the cause-related marketing concept and its main trends in research. It also examines the impact of cause-related marketing initiatives on consumer attitude as derived from the study of a questionnaire administered to youth.
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