Basic Values and Attitudes Toward Cause-Related marketing

• Autorzy: Grzegorz Zasuwa

Warianty tytułu

Wartości i postawy wobec marketingu społecznie zaangażowanego

• Języki publikacji: EN

Abstrakty

EN

A large number of studies have addressed factors shaping individual responses toward prosocial marketing. Surprisingly, little attention has been paid to human values, though their importance in marketing theory is widely accepted. This paper tries to fill that gap by exploring the relationships between basic values and attitudes toward cause-related marketing. The conceptual framework is based on the S. Schwartz's theory of human values. The empirical investigation has been based on data from a survey carried out on a random sample of 512 subjects. Results clearly demonstrate that attaching a high level of importance to tradition, conformism and security leads to favorable attitudes toward CRM; whereas recognizing power, achievement and hedonism impose negative impacts on consumer attitudes to marketing activities with a social dimension(original abstract)

Wiele prac podejmuje problem czynników kształtujących reakcje wobec marketingu społecznego. Zaskakująco niewiele uwagi poświęca się wartościom, chociaż ich znaczenie w teorii marketingu jest powszechnie akceptowane. Niniejszy artykuł stara się wypełnić tę lukę, prezentując wyniki badań na temat relacji między wartościami a postawami wobec marketingu społecznie zaangażowanego. Za ramy teoretyczne przyjęto teorię wartości według S. Schwartza. Badania empiryczne przeprowadzono na losowej próbie 512 osób. Wyniki wyraźnie pokazują, że osoby przywiązujące dużą wagę do tradycji, przystosowania i bezpieczeństwa wykazują przychylne postawy wobec marketingu społecznie zaangażowanego, natomiast osoby ceniące władzę, osiągnięcia i hedonizm odznaczają się negatywnymi postawami wobec takich inicjatyw(abstrakt oryginalny)

Słowa kluczowe

EN

Social Responsibility; Cause Related Marketing (CRM); Consumer

PL

Społeczna odpowiedzialność; Marketing społecznie zaangażowany; Konsument

• Czasopismo: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
• Rocznik: 2015
• Numer: nr 387 Social Responsibility of Organizations Directions of Changes
• Strony: 215--228

Twórcy

autor

Grzegorz Zasuwa

• The John Paul II Catholic University of Lublin, Poland

Bibliografia

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Identyfikatory

DOI

10.15611/pn.2015.387.18