Title
Attitudes Toward and Effectiveness of the Cause-Related Marketing Initiatives in the Polish Culture
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
Dr. Alyse R. Lancaster - Committee Chair
Second Committee Member
Dr. Donn J. Tilson - Committee Member
Third Committee Member
Dr. Joseph Johnson - Outside Committee Member
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
Recommended Citation
Kaczkowska, Beata A., "Attitudes Toward and Effectiveness of the Cause-Related Marketing Initiatives in the Polish Culture" (2008). Open Access Theses. 131.
https://scholarlyrepository.miami.edu/oa_theses/131