Cause-Related Marketing in Spain. A Consumer Behavior Perspective. Effects on Satisfaction and Loyalty

Abstract

Consumer reaction to cause-related marketing (CRM) has been examined through several polls and studies in different countries, with similar results (a general consumer acceptance). Many surveys show that consumers are more inclined to purchase products from companies that are considered good corporate citizens, and they would prefer to buy products from a company that had an association with a cause. We have studied consumer attitude and response to CRM among Spanish consumers, paying special attention to effects on satisfaction and loyalty.