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  1. 1. Cause-related Marketing : A qualitative study into Millennials’ perception

    Master-uppsats, Högskolan i Jönköping/IHH, Företagsekonomi

    Författare :Malin Beckmann; Florentine Noll; [2015]
    Nyckelord :Millennials; cause-related marketing; perception;

    Sammanfattning : Background: Consumers in today’s market place request companies to take on responsibility and to act as good citizens. In this sense, cause-related marketing (CM) is a campaign format whereby a company promises to donate a specific amount to a non-profit organization (NPO) or cause in response to every CM-labeled product purchased by the consumer. LÄS MER