Please use this identifier to cite or link to this item:
Title: Selection of causes according to socio-demographic status in South Africa
Authors: Corbishley, Karen Margaret 
Mason, Roger Bruce 
Keywords: Cause related marketing;Charities;Corporate social responsibility;Socio-demographic variables;South Africa
Issue Date: 21-Jun-2011
Publisher: Taylor and Fancis
Source: Corbishley, K. M. and Mason, R.B. 2011. Selection of causes according to socio-demographic status in South Africa. Journal of Promotion Management. 17(2): 228-240.
Journal: Journal of promotion management 
Cause related marketing links charities to the sales of products, brands, or services. The charity is mentioned in promotional campaigns and a percentage donated to the cause according to unit sales or turnover. This article aims to establish which charities are more popular with South African consumers, and whether different socio-demographic groups (age, gender, income, and education) prefer to support different causes. A quantitative study was conducted in South Africa using a structured questionnaire administered via interviews at shopping malls. Different groups were found to prefer to support considerably different causes and these causes were identified.
ISSN: 1049-6491
Appears in Collections:Research Publications (Management Sciences)

Show full item record

Page view(s)

checked on Jul 20, 2024

Google ScholarTM




Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.