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1. 1. A For Effort? -The effect of CSR advertising on cause and company

   C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Elin Westerberg; Josefine Bergkvist; [2014]
   Nyckelord :Corporate Social Responsibility; Advertising; Marketing Effort; Third Person Effect;

   Sammanfattning : Although CSR as a strategic tool is gaining increasingly strong support from strategy giants such as Micael Porter, the connection between advertising and CSR is not yet fully established and as of today only an embryonic body of research investigates the effect on the supported cause. By using a real life initiative carried out by Pressbyrån during the Stockholm Pride Festival 2013, this thesis aims to find out whether advertising a CSR initiative can generate mutual benefits for both the supporting company and the affiliated cause and whether the effects may be enhanced by marketing effort and the perceived influence on self versus others. LÄS MER