Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Exploration on the Ethicality of Tactical CM Approaches: Millennials Perception and Attitude
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background: The criticism towards the marketing communication tool of Cause Related Marketing (CM), particularly the tactical CM approach is increasing, due to growing concerns about motives of marketing activities regarding their ethicality. In addition, consumers, in particular millennials have an increasing demand for the ‘doing good’ of companies. Due to ethical issues and controversies about tactical CM, it is crucial to provide an understanding on the consumers’ perception and attitude towards the marketing tool.

Purpose: The purpose of this research study is to investigate the consumer’s attitudes towards ethicality of the tactical approach of CM.

Method: To attain this purpose the data is gathered by an exploratory, quality research including an abductive approach, providing in-depth information on the millennials’ attitude and perception. Whereas the secondary data provides the foundation of the theoretical background on CM, marketing ethics, consumer behaviour and millennials, the primary data is gathered by conducting focus groups.

Conclusion: The results indicate that millennials are very sceptical towards CM and marketing activities in general. However, a positive attitude towards CM can be concluded because the millennials reveal their acknowledgment and appreciation for companies demonstrating contribution to societal and environmental issues. However, as ethical issues arise within the company’s activities, CM is perceived as rather unethical. Therefore, there is a demand for companies to be more responsible especially in regard to the ethicality of supply chain. Furthermore, the results show the millennials’ demand for ethical values within companies and their marketing such as honesty, transparency, fairness, commitment and responsibility.

Place, publisher, year, edition, pages
2019. , p. 62
Keywords [en]
Cause Related Marketing, Marketing Ethics, Tactical CM, Millennials
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hj:diva-44024ISRN: JU-IHH-FÖA-2-20190817OAI: oai:DiVA.org:hj-44024DiVA, id: diva2:1320272
Subject / course
JIBS, Business Administration
Supervisors
Examiners
Available from: 2019-06-17 Created: 2019-06-04 Last updated: 2019-06-17Bibliographically approved

Open Access in DiVA

No full text in DiVA

By organisation
JIBS, Business Administration
Social Sciences

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
Total: 6 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf