Cause Related Marketing and its Effects on Employees

Research is lacking concerning the perspectives professional accountants and the administrative staffs working for a global firm strongly involved in social causes have concerning cause-related (CRM). This paper discusses internal customers' (employees) feelings towards cause-related marketing...

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Detalles Bibliográficos
Autores principales: Víctor Quiñones, Javier Rebollo
Formato: Artículo científico
Publicado: Centro de Investigaciones Comerciales e Iniciativas Académicas 2009
Materias:
Acceso en línea:http://www.redalyc.org/articulo.oa?id=63112889002
http://biblioteca.clacso.edu.ar/gsdl/cgi-bin/library.cgi?a=d&c=pr/pr-004&d=63112889002oai
Aporte de:Red de Bibliotecas Virtuales de Ciencias Sociales (CLACSO) de Consejo Latinoamericano de Ciencias Sociales Ver origen
Descripción
Sumario:Research is lacking concerning the perspectives professional accountants and the administrative staffs working for a global firm strongly involved in social causes have concerning cause-related (CRM). This paper discusses internal customers' (employees) feelings towards cause-related marketing activities sponsored by their employer at an important accounting firm located in Puerto Rico. The results show that internal customers strongly favor the firms' involvement in cause-related activities and that such activities not only increases the public perception of the firm, but in addition, the way the firm is perceived as an employer, by both the business and non-business communities. The main driving force supporting internal customers responses appear to be an increased awareness of worthy causes throughout our society, as well as employees urge in making significant contributions to their surrounding environment or community of which they are also part of.