Selection of causes according to socio-demographic status in South Africa
Corbishley, Karen Margaret
Mason, Roger Bruce
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Copyright: 2011. Taylor & Francis. Due to copyright restrictions, only the abstract is available. For access to the full text item, please consult the publisher's website. The definitive version of the work is published in Journal of Promotion Management, Vol 17 (2) 228-240. http://dx.doi.org/10.1080/10496491.2011.580686
Cause related marketing links charities to the sales of products, brands, or services. The charity is mentioned in promotional campaigns and a percentage donated to the cause according to unit sales or turnover. This article aims to establish which charities are more popular with South African consumers, and whether different socio-demographic groups (age, gender, income, and education) prefer to support different causes. A quantitative study was conducted in South Africa using a structured questionnaire administered via interviews at shopping malls. Different groups were found to prefer to support considerably different causes and these causes were identified.
Corbishley, K. M. and Mason, R.B. 2011. Selection of causes according to socio-demographic status in South Africa. Journal of Promotion Management. 17(2): 228-240.