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Effectiveness of social responsibility marketing in young millennials - Generation Y: analysis of three cases for brand positioning 원문보기

Heliyon, v.7 no.10, 2021년, pp.e08150 -   

Jiménez Correa, Erika Alejandra (Facultad de Ciencias Econó) ,  Palacio-López, Sandra Milena (micas y Administrativas, Universidad de Medellí) ,  Sánchez-Torres, Javier A. (n, Colombia) ,  Gaviria Martínez, Luisa Fernanda (Facultad de Ciencias Econó) ,  Arrubla Zapata, Juan Pablo (micas y Administrativas, Universidad de Medellí) ,  Hernández Fernández, Yuri Lorene (n, Colombia) ,  Lopera, Carolina Perlaza (Facultad de Ciencias Econó)

Abstract AI-Helper 아이콘AI-Helper

The aim of this study was to investigate how social responsibility marketing campaigns can be effective in branding for young millennials. An empirical model was applied in three specific cases of cause marketing targeting Generation Y. A total sample of 547 young people was obtained, and the data w...

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