ABSTRACT

Cause-related marketing has the capability to generate strong brand evaluations and brings to managers a set of very complex decisions. Cause-related marketing very closely concerns society and its problems and consumers (in terms of product/service offer and the seeking of their support for various campaigns) and the company (with its various objectives that demand simultaneous attention). Although this marketing strategy has been used for more than 30 years there’s still a lack of clarity regarding the level of importance of various factors that affect success of a cause-related marketing campaign. In this study, the aim was to determine driving and dependence power of certain significant factors over each other to ascertain the approach with which these factors must be considered during campaign development For this purpose, ISM technique was employed to determine interrelationships between factors and, later on, the hierarchy that lies in their relations.

摘要

与事业相关的营销能够产生强烈的品牌评价，并为管理者带来一系列非常复杂的决策。与事业相关的营销与社会及其问题和消费者（在产品/服务提供和寻求他们对各种活动的支持方面）和公司（其各种目标需要同时关注）密切相关。尽管这种营销策略已经使用了 30 多年，但对于影响与事业相关的营销活动成功的各种因素的重要性程度仍然缺乏明确性。在这项研究中，目的是确定某些重要因素相互之间的驱动力和依赖力，以确定在运动开发过程中必须考虑这些因素的方法。