| Budget Amount *help |
¥4,160,000 (Direct Cost: ¥3,200,000、Indirect Cost: ¥960,000)
Fiscal Year 2011: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Fiscal Year 2010: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
Fiscal Year 2009: ¥910,000 (Direct Cost: ¥700,000、Indirect Cost: ¥210,000)
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| Research Abstract |
This study proposed the framework of Cause-Related Marketing (CRM) and the way of its communication in order to achieve a sustainable society with environmentally friendly products. We analyzed consumers' acceptability of cause brands based on the values which shed light on and how these values are changing with the times as a result of economic conditions, natural disasters, and so on. We also examined the way to enhance and differentiate brands using different types of CRM messages.
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