2011 Fiscal Year Final Research Report
The Way of Cause-Related Marketing
| Project/Area Number |
21530432
|
|---|
| Research Category |
Grant-in-Aid for Scientific Research (C)
|
| Allocation Type | Single-year Grants |
|---|
| Section | 一般 |
|---|
| Research Field |
Commerce
|
|---|
| Research Institution | University of Tsukuba |
|---|
Principal Investigator |
NISHIO Chizuru 筑波大学, ビジネスサイエンス系, 教授 (80241769)
|
|---|
| Project Period (FY) |
2009 – 2011
|
| Keywords | 地球環境問題 / マーケティング / 環境コミュニケーション / 消費者行動 |
|---|
| 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.
|
