Master of Arts (MA)
Communication Studies (Communication)
Date of Defense
First Committee Member
Alyse R. Lancaster - Committee Chair
Second Committee Member
Donn J. Tilson - Committee Member
Third Committee Member
Joseph Johnson - Outside Committee Member
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.
International Public Relations; International Marketing; International Advertising; Hofstede; Integrated Marketing Communication; Brand Positioning; Charity; Nonprofit; Communism; Eastern Europe
Kaczkowska, Beata A., "Attitudes Toward and Effectiveness of the Cause-Related Marketing Initiatives in the Polish Culture" (2008). Open Access Theses. 131.