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Marketing Communications Role in Shaping Consumer Awareness of Cause-Related Marketing Campaigns

Muhammad Turki Alshurideh, Abdel Monin Shaltoni, Doa'a Said Hijawi
2014 International Journal of Marketing Studies  
Cause-related Marketing (C-RM) has received an increasing interest worldwide due to its positive impacts on companies' revenues and reputation. This study investigates the role of marketing communications in shaping consumer awareness of C-RM campaigns. A sample of 397 subscribers who use the services of three mobile service provider in Jordan was used to examine the relationships between consumer awareness of C-RM on the one hand and advertising, public relation, and direct digital marketing
more » ... digital marketing on the other. The results indicated that the dominant factor was public relation, including event sponsorships. Additional information about methodology, results and implications are discussed.
doi:10.5539/ijms.v6n2p163 fatcat:g6s5dlat35bb7atspkkmhzy7lm