Academic Theses

Basic information

Name OHIRA, Shuji
Belonging department
Occupation name
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Title 

"Japanese Consumers' Responses to Cause-Related Marketing on Product Packaging"

					

					

						

							

								

									
Bibliography　Type 

									
								

							

						

						
Joint Author

					

					

						

							

								

									
Summary 

									
								

							

						

						
The purpose of this paper is to analyse the impact of cause-related marketing (CRM) on Japanese consumers. Product packaging was used to test consumers’ responses to different types of CRM messages related to a company’s CSR initiatives.

					

					

						

							

								

									
Magazine(name) 

									
								

							

						

						
Japan Forum of Business and Society, ed., CSR and Corporate Governance, Chikura Publishing, pp.161-183.

					

					

						

							

								

									
Volume 

									
								

							

						

						

					

					

						

							

								

									
Date of Issue 

									
								

							

						

						
2014/12