Resumo

KEIMASI, Masoud; MIRA, Seyed Abolghasem  e  KHOUBYARI, Hassan. Educating a customer response model to cause-related marketing strategies. Conrado [online]. 2020, vol.16, n.73, pp. 196-200.  Epub 02-Abr-2020. ISSN 1990-8644.

Nowadays, the social role of companies has become more prominent than before. Many companies have tended to cooperate with certain non-profit organizations to achieve business interests. Cause-related marketing is an example of this type of cooperation and refers to a certain type of cooperation and contribution of the company to cause-related programs. In this regard, educating this method and the creation of this advantage that seller can learn this which based on their education can advantages the benefits of this method to customers later on, consumers are able to feel sympathetic to the problems of society by purchasing products from the company with charitable activities have a significant impact on increasing the company's customers and resulted profitability. In this paper, attempts have been made to educate model to cause-related marketing using a case study method. The research methodology is qualitative and data collection from interviews conducted in E-commerce Company Digikala. The population of this study consisted of consumers and employees of the company. A total of 20 interviews were conducted, finally based on the results of this study; customers had four responses: sense of belonging, loyalty behavior, word of mouth advertising, and continuous participation in cause-related marketing. Also four cause-related marketing strategies are: licensing, established, collaboration and exchange programs. At the end, factors such as cost place, cost value, quality of transactions, quality of strategy codification, and approach to assistance are identified as incentive and disincentive factors of cause-related marketing strategies.

Palavras-chave : Cause-related marketing; social responsibility; customer response.

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