Publication Date

2008-01-01

Availability

Open access

Degree Type

Thesis

Degree Name

Master of Arts (MA)

Department

Communication Studies (Communication)

Date of Defense

2008-04-18

First Committee Member

Alyse R. Lancaster

Second Committee Member

Donn J. Tilson

Third Committee Member

Joseph Johnson

Abstract

The study examines attitudes toward and effectiveness of cause-related marketing initiatives in Poland. As the results indicate, the factors, which lead to the popularity and effectiveness of the cause-related marketing initiatives in the United States and the United Kingdom, lack in the Polish culture. Even though CRM is popular in Poland, it does not influence the purchase decisions. Poles do not have any expectations toward businesses in the area of corporate social responsibility. They believe that the government should take the responsibility for solving social issues, and value only the functional dimensions of the products, because their emotional needs are fully satisfied by their families, friends and religion.

Keywords

International Public Relations; International Marketing; International Advertising; Hofstede; Integrated Marketing Communication; Brand Positioning; Charity; Nonprofit; Communism; Eastern Europe

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