Marketing de causas sociais

: a influência da causa social na intenção de compra em campanhas de marketing de causas sociais

Abstract

Cause-related marketing is one of the marketing tools with the biggest growth, due to the numerous benefits it provides the companies and brands that implemented them. The benefits are not limited to the companies that implemented them but also to all the parties involved in the program, such as the supported causes and the customer itself. The main goal of this thesis is to ascertain how the choice of the causes’ type can maximize the consumers’ purchase intention. In that sense, different causes’ characteristics were combined to analyze how consumer purchase intention is related to his identification with the cause and his attitude towards it. The results of the investigation showed that consumer-cause identification and his attitude towards the cause varies positively with the purchase intention of products associated with cause-related marketing programs. Certain demographic features were also analyzed in order to realize which of the consumer segments presents higher levels of identification and purchase intention.

Date of Award	2013
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Joana Machado (Supervisor) & Susana Silva (Supervisor)