Variables that influence attitude toward cause-related marketing and determinants of satisfaction and loyalty in the ‘solidarity purchase’

Abstract

This is a summary of the author's PhD Thesis, supervised by Clementina Galera - Casquet and defended on November, 25th, 2011 at the Department of Business Management and Sociology (University of Extremadura, Spain).The thesis is awarded by European Doctorate Mention. It is written in Spanish and it also includes a summary in English. The main aim of this doctoral thesis is to analyze antecedents and consequences of the consumer attitude toward cause-related marketing (CRM). There is not enough academic research about this topic, so more studies are needed to understand better the consumers’ response to this specific strategy.