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Cause Marketing - Ur ett konsumentperspektiv
Stockholm University, Faculty of Social Sciences, School of Business.
Stockholm University, Faculty of Social Sciences, School of Business.
2003 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Cause Marketing is a strategically motivated form of Corporate Social Responsibility. The phenomenon originates from the USA and the United Kingdom. During the last decade, Cause Marketing has become a more common part of marketing strategy in Sweden, if not yet in practise at least in theory. This thesis is an effort to investigate if Swedish consumers are affected by Cause Marketing, and if so, to describe the effects. In order to deliver on the above-described intention, a qualitative research series, consisting of in depth interviews, has been conducted. A number of consumer core subjects has been identified and has lead us to conclude the following:

Place, publisher, year, edition, pages
2003.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-4015OAI: oai:DiVA.org:su-4015DiVA: diva2:193430
Uppsok
samhälle/juridik
Available from: 2007-01-05 Created: 2007-01-05

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