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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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:
id I16-R122-63112889002oai
record_format dspace
institution Consejo Latinoamericano de Ciencias Sociales
institution_str I-16
repository_str R-122
collection Red de Bibliotecas Virtuales de Ciencias Sociales (CLACSO)
topic Administración y Contabilidad
Cause-related marketing
social responsibility
internal customers
brand equity
customer skepticism
spellingShingle Administración y Contabilidad
Cause-related marketing
social responsibility
internal customers
brand equity
customer skepticism
Víctor Quiñones
Javier Rebollo
Cause Related Marketing and its Effects on Employees
topic_facet Administración y Contabilidad
Cause-related marketing
social responsibility
internal customers
brand equity
customer skepticism
description 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.
format Artículo científico
Artículo científico
author Víctor Quiñones
Javier Rebollo
author_facet Víctor Quiñones
Javier Rebollo
author_sort Víctor Quiñones
title Cause Related Marketing and its Effects on Employees
title_short Cause Related Marketing and its Effects on Employees
title_full Cause Related Marketing and its Effects on Employees
title_fullStr Cause Related Marketing and its Effects on Employees
title_full_unstemmed Cause Related Marketing and its Effects on Employees
title_sort cause related marketing and its effects on employees
publisher Centro de Investigaciones Comerciales e Iniciativas Académicas
publishDate 2009
url 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
work_keys_str_mv AT victorquinones causerelatedmarketinganditseffectsonemployees
AT javierrebollo causerelatedmarketinganditseffectsonemployees
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