La influencia de las acciones de marketing con causa en la actitud hacia la marca

• Autores: Isabel Buil Carrasco, Eva Martínez, Teresa Montaner Gutiérrez
• Localización: Cuadernos de economía y dirección de la empresa, ISSN 1138-5758, Vol. 15, Nº 2, 2012, págs. 84-93
• Idioma: español
• DOI: 10.1016/j.cede.2012.01.002
• Enlaces
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• Dialnet Métricas: 9 Citas
• Resumen

  • Dentro de sus programas de responsabilidad social corporativa, las empresas están desarrollando cada vez más acciones de marketing con causa. El objetivo de este estudio es analizar la influencia que pueden tener las campañas de marketing con causa en la actitud hacia la marca. Así, se analiza la relevancia que tiene la credibilidad de la campaña y la actitud hacia la misma en la percepción de las marcas. El estudio presenta un modelo que se contrastará con la información proporcionada por una muestra de 600 individuos. Los resultados muestran que las campañas más creíbles son las mejor valoradas y las que más fortalecen a las marcas; también se demuestra que el ajuste entre el producto y la causa, la familiaridad con la marca y la implicación con la causa son determinantes de la valoración de la campaña y de la actitud hacia la marca.

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